This document is the brand guide for L.O.C., which stands for "The World's Most Multi-Purpose Cleaning Brand." It provides an overview of the brand's positioning, customers, and messaging. The target customer is a busy female homemaker who wants effective, multi-purpose cleaning products that save time and effort. The guide establishes that L.O.C. products can be trusted to deliver outstanding cleaning results throughout the home. It also reviews global cleaning trends like a focus on convenience and health to ensure the brand stays relevant worldwide.

1. L.O.C.
Brand Guide
The World’s Most Multi-Purpose Cleaning Brand
™

2. When we speak of our brands, we are speaking of our future.
Understanding the power of branding goes beyond marketing, beyond
advertising, beyond colours, typefaces, and logos. Brands are precious
commodities, and it’s our responsibility to manage them. When people
relate to a brand, they set it apart from similar products. People choose
one brand over another because they’ve formed a relationship and an
expectation with it. A trusted brand evokes emotions and responses that
no other product or name can duplicate.
What you may not realize is that corporations or departments don’t define
a brand. Our customers do that for us. All we can do is act as guardians for
these brands on their behalf. You are the guardian of an extremely valuable
relationship. You are entrusted with one of the most valuable assets we own
today – our brands. This is your guide to understanding that responsibility.
Thank you.
Doug DeVos, President
For more information on branding, please go to the Brand Support section and turn to
A Primer on Branding starting on page 136 .
What this guide
means to you.
1

3. About This Brand Guide
The L.O.C.™ Brand Guide utilizes product-related colours in both the layout and photography. Specific
locations, props and wardrobe were selected to reflect the colours associated with L.O.C. Plus Glass Cleaner,
L.O.C. Plus Kitchen Cleaner and L.O.C. Plus Bathroom Cleaner.
A traditional location was chosen to represent both the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner
photography. Subtle white and off-white props reflect the clear product colour. Touches of dark blue are
incorporated into the wardrobe and props to reflect the dark blue of the L.O.C. brand logo.
We have continued this colour theme throughout the L.O.C. Brand Guide to exemplify how to emphasize colour
reinforcement to your IBOs. The various sections are separated by and associated with specific product colours.
You will see four different sections, each with a key colour and specific product photography. For instance, the
section titled “Understanding the Brand” is done in the light blue colour associated with L.O.C. Plus Glass
Cleaner. The accent photography in that section is from the Glass Cleaner location photography series. The
section titled “Portraying the Brand” is in the pink Bathroom Cleaner colour, with accent photography
from the bathroom series, and so on.
As you look through the Brand Guide, notice how colour is used, how the photography is cropped, and how
it is placed on the pages. This concept should be used for all of your L.O.C. Brand, L.O.C. Multi-Purpose
Cleaner, and L.O.C. Plus communications materials.
32

4. Contents
The following document is the result of global research and internationally recognized brand development
procedures. Each aspect of this Brand Guide has been aligned with our Top Five markets for input and
approval. It represents our long-term commitment to the development and growth of our global brands.
This Brand Guide was produced by the Brand Communications Group of Global Sales and Marketing.
54
How can Brandnet help?
The Brandnet online asset system lets you download
communications materials whenever you need them.
Every image in this Brand Guide is available on Brandnet,
along with logos, approved copy, ad templates, and other
resources. Brandnet can help enhance the appearance,
appeal and effectiveness of every L.O.C.™ Brand
communication you create. And we’re continually
expanding and upgrading the site to make it even
more valuable to you.
Legal Considerations
Alticor Inc. is the legal owner of trademark registrations covering
the L.O.C. Brand and our various product brands. Preserving Alticor
trademarks for the future requires that we use them with care, as improper
use of a trademark can destroy it. As the trademark owner, Alticor has
invested millions of dollars building and maintaining its valuable brands
and has a paramount interest in enhancing the value of the brands
through proper trademark use and enforcement.
In addition, review procedures have been set up to make certain each
and every piece of written material seen by our Independent Business
Owners (IBOs) or the public has been reviewed for legal, regulatory,
and brand compliance. In particular, product claims permitted may vary
between markets. You are responsible not only for following the rules
set out in this guide, but also for ensuring that the materials you create
have been reviewed by the appropriate corporate and affiliate personnel
according to the pre-established corporate procedures.
Understanding the L.O.C.™ Brand .. 6
Our Brand................................ 7
Our Position.............................. 8
Our Customers ........................ 11
Our Message ......................... 18
Creative Expression.................. 20
Brand Gallery ...................... 20
Brand Elements........................ 22
Brand Values........................ 22
Brand Vision......................... 23
Brand Strategy...................... 24
Brand Promise ...................... 25
Brand Persona...................... 27
Portraying the L.O.C. Brand.......... 28
Brand Styling .......................... 29
Images Used in this Brand Guide 30
Photo Possibilities..................... 32
Photo Gallery.......................... 34
Brand Identity.......................... 36
General Art/Design Elements..... 40
Creative Direction.................... 42
Creative Samples .................... 44
Examples of Other Materials...... 52
Staying on Brand/
Brand Taboos ......................... 54
Creating Your Own Materials..... 55
General Guidelines.................. 56
The L.O.C. Brand Guide
on Brandnet............................ 57
Creative Guidelines
Frequently Asked Questions ....... 58
Product Guide............................... 60
L.O.C.Multi-Purpose Cleaner.... 63
L.O.C. Plus Bathroom Cleaner.. 68
L.O.C. Plus Daily
Shower Cleaner..................... 78
L.O.C. Plus Kitchen Cleaner..... 83
L.O.C. Plus Glass Cleaner ....... 89
L.O.C. Plus Aerosol
Glass Cleaner/SEE SPRAY™.... 93
L.O.C. Plus
Soft Cleanser/SCRUB BRITE™.. 97
L.O.C. Plus Metal Cleaner..... 103
L.O.C. Towelettes/Mini-Wipes107
L.O.C. Plus Wipes ............... 109
Brand Support ........................... 114
L.O.C.™ Brand History........... 115
Graphic Time Line............115-120
Science Behind the Brand ....... 122
L.O.C. Brand
Patent Information................ 127
Global Research
and Development................ 128
The Future of L.O.C.and
L.O.C. Plus Products............... 131
Fun Facts.............................. 132
Frequently Asked Questions ..... 133
A Primer on Branding ............. 136

5. Understanding
the L.O.C.™
Brand
76
Our Brand................................7
Our Position..............................8
Our Customers........................11
Our Message..........................18
Creative Expression .................20
Brand Gallery ......................20
Brand Elements .......................22
Brand Values........................22
Brand Vision ........................23
Brand Strategy .....................24
Brand Promise......................25
Brand Persona......................27
Our Brand
To our customers the L.O.C.™ Brand represents a heritage of trust,
confidence, and performance. L.O.C. and L.O.C. Plus Products are
known for their exceptional cleaning power, beginning with the first
multi-purpose cleaner introduced by the company and continuing today
with a wide range of products for specific jobs throughout the house.
TheL.O.CBrandisthe
World’sMostMulti-Purpose
CleaningBrand.

6. Our Position
Used for internal purposes, a positioning statement contains the fundamental message points of the brand.
It is used to more fully inform staff and agencies what the L.O.C.™ Brand stands for.
Effective, efficient, a good value, multi-purpose, and comprehensive – the essence of the L.O.C. Brand
is expressed in our brand positioning statement:
98
most
The L.O.C.™ Brand offers a wide range of cleaning products for specific (and challenging) jobs
throughout the house.
effective
You can count on L.O.C. and L.O.C. Plus product performance to save you time and effort.
results
You can trust the exceptional cleaning power of L.O.C. and L.O.C. Plus Products wherever you
need them because each formula was created to meet different challenges throughout your house.
every time
Using L.O.C. and L.O.C. Plus Products brings peace of mind because you can always depend
on them to work on the toughest cleaning jobs. You will rarely have to clean twice with L.O.C.
and L.O.C. Plus products because they provide outstanding results the first time.
For the value-conscious consumer, the L.O.C.
Brand is the world’s most multi-purpose and
trusted brand of household cleaners that
effectively cleans all washable surfaces,
delivering results every time.

7. Our Customers
The L.O.C.™ Brand customer is typically female, married, and a mother.
As a busy homemaker, possibly with an outside job, she doesn’t have
a lot of time to spend cleaning her house. She wants products she can
trust, products that will deliver results on even the toughest cleaning jobs
throughout her house.
In talking about the L.O.C. Brand, our customer might say:
“I have been using L.O.C. Multi-Purpose Cleaner for years, and I know
I can trust it to deliver outstanding results. Now there is a whole line-up
of products that I can use throughout the house, including the kitchen,
bathroom, and shower! ”
”I don’t like to spend my precious free time cleaning, and with L.O.C.
and L.O.C. Plus products, I don’t have to. They do the hard work for me,
effectively and efficiently. After using L.O.C. and L.O.C. Plus products, I
can feel the freshness when I walk into each room. And even though their
cleaning power is tough, I don’t have to worry about them harming my
surfaces because they are formulated specifically for each room. And a
little bit goes a long way, too, so the products are a real value.”
”I always introduce L.O.C. Multi-Purpose Cleaner to our new prospects
right away because I know once they see how it performs, they will trust
us as partners. L.O.C. and L.O.C. Plus products have certainly earned my
trust. I’m very proud of the L.O.C. Brand. In fact, I don’t know what I’d do
without these great cleaning products!”
1110
Ifwestackedupallthewashbucketsofcleaning
solutionthatcouldbepreparedfromtheL.O.C.
Multi-PurposeCleaner*soldinthepast15years,
thestackwouldeasilyextendtothemoon!
*ReferstoMulti-PurposeCleaner,Regular,HighSuds,andSuperconcentrateonly

8. L.O.C.™ BRAND CUSTOMER CHARACTERISTICS
DEMOGRAPHICS
The typical L.O.C. Brand customer is:
Female, age 25–50
Married
Urban
Educated
Of an elevated economic status
PSYCHOGRAPICS
This is how a typical L.O.C. Brand target customer would describe herself:
“I care about my home and want to keep it looking nice and clean.”
“I care about my family and enjoy making them happy.”
“I like to be an informed consumer.”
“I’m busy and I appreciate convenience.”
“I don’t mind spending more on quality products – they’re worth it.”
What are the needs and aspirations of a typical L.O.C. Brand customer?
To be loved and appreciated by her family.
To be worry-free.
To feel confident and secure about the choices she makes.
VALUES AND ATTITUDES
What does a typical L.O.C. Brand customer believe about herself?
She believes cleanliness in a home is important.
She believes in being proactive.
She believes in taking care of her family.
She has confidence in decision-making abilities.
She’s open to new information and likes being informed.
She knows she’s smart.
She contributes to the family business.
Why Consumers Choose L.O.C.™
and L.O.C. Plus products
The L.O.C. Brand is the cornerstone of the Amway/Quixtar Home
Care line and best demonstrates our commitment to products that
deliver the highest level of convenience, quality, versatility and
value. Many products, such as L.O.C. Multi-Purpose Cleaner, are
highly concentrated, meaning a single purchase lasts longer. On
a cost-per-use basis, these products are priced very competitively.
In addition, each product carries its own specific formula, features,
and benefits to guarantee performance on cleaning jobs all around
the house, from kitchens to bathrooms. These products work hard
so customers don’t have to. As a result, L.O.C. and L.O.C. Plus
Products deliver a clean home the first time, every
time. That’s what customers want, and that’s
what they get with this trusted brand that has
been a proven performer since 1959.
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The World’s Most Multi-Purpose
Cleaning Brand

9. Consumer Trends/Global
Women are more active than ever in the work force globally and find themselves increasingly time-crunched.
They look for products and services that will save time and make their lives easier.
Consumers are more knowledgeable with expectations related to price, quality and innovation. Products
must deliver what they promise in regard to performance the first time, at a good price.
Households are shrinking globally, forcing abandonment of “one size fits all” mentality and acknowledging
market needs by downsizing products.
In addition to multi-surface cleaners, there has been an emergence of task specific cleaners specifically
targeting the bathroom and kitchen, which are global “problem areas.”
Product Trends/Global
Multipurpose cleaners will continue to satisfy daily requirements, while specialized products are likely
to be reserved for weekly cleaning.
Simplicity is driving product innovation, with new introductions that include single-use tablets and ergonomic
trigger dispenser bottles.
“Germaphobia” continues to grow, resulting in an increased emphasis on anti-bacterial claims.
An increasing awareness of environmental issues continues to impact consumer product choices,
but customers will not pay more or compromise cleaning performance for environmentally-friendly products.
Bathroom task specific cleaning products are the biggest product growth category within household
cleaners globally.
TARGET CUSTOMER BEHAVIOR
Current Buying Behavior
Our target customer purchases household cleaning products that deliver fast, effective cleaning results with
minimal effort and time spent.
She is very knowledgeable and demanding based on expectations associated with price, performance,
and quality. The product must work or she will not re-purchase.
She lacks brand loyalty. The price can drive final purchase decisions if the product promises
the performance or convenience desired.
She primarily purchases cleaning products at retail outlets, including grocery stores.
She acknowledges the need for task-specific cleaners to provide more aggressive cleaning power
for certain areas of the home.
FUTURE BELIEFS/ACTIONS
We must convince customers that the L.O.C.™ Plus line provides task-specific products specially formulated
for key areas in the house – like the kitchen and bathroom – and can be trusted to provide the same level of
dependability and quality consumers are accustomed to receiving from L.O.C. Multi-Purpose Cleaner – the
brand namesake to these outstanding products.
L.O.C. Plus is a team of task specific household cleaners, NOT a combination of L.O.C. Multi-Purpose
Cleaner and added ingredients.
L.O.C. Plus is a range of cleaners which have unique formulations designed to tackle individual room
cleaning needs.
The L.O.C. Brand offers the entire range of products to satisfy the needs of household cleaning – customers
will not have to shop retail outlets anymore.
‘‘If I can depend on the new L.O.C. Plus products to work and provide the same outstanding, dependable
cleaning results as my existing L.O.C. Multi-Purpose Cleaner, I’ll become a loyal customer.’’
1514
Between 1990 and 2005, enough
L.O.C.™
Multi-Purpose Cleaner* was sold to
provide over 2 litres of cleaning solution for every
person alive on the earth today!
*Refers to Multi-Purpose Cleaner, Regular, High Suds, and Superconcentrate only

10. Relevant Global Household Cleaning Trends/Insights
Convenience
Consumers are more willing (economic circumstances permitting) to purchase premium-priced cleaning
products which offer greater ease of use.
Consumers are substituting certain products (e.g., surface cleaners and toilet cleaners have taken sales
from chlorine bleach).
Consumers are willing to pay more for task-specific cleaners.
Health
Consumers in many developed markets have become increasingly health conscious. They are realizing
there is a connection between having a clean home and a healthy home.
Government campaigns stress in-home food safety.
There are growing concerns over the general safety of foods.
Antibacterial cleaners sales have soared for surface cleaning.
Products that traditionally have antibacterial properties (e.g., chlorine bleach) have been re-labeled
with antibacterial taglines.
GLOBAL FORECAST
It is forecast that in the future, sales of household cleaning products will continue to grow worldwide. This is
due to factors such as the desire for a clean, healthy home, convenient products, more product awareness,
and rising disposable income in emerging markets. Although retail sales represent the greatest market share
in overall cleaning product sales, supermarkets are facing growing competition from discounters.
With these global forecasts in mind, it is important to continue educating our customers about our products
and what differentiates them in the marketplace:
They offer the most multi-purpose, comprehensive cleaning products in the market.
They are continually being improved upon, with a focus on cleaning power and convenience.
They come with a guarantee of satisfaction.
1716
The L.O.C brand is the world’s
most multi-purpose cleaning brand.

11. Our Message
Key messages are unique features that define the L.O.C.™ Brand and give
our products their competitive advantages. They can be used as copy points
in print ads, brochures, and other communications.
The key message about the L.O.C. Brand is that for the value-conscious
consumer, L.O.C. and L.O.C. Plus products are cleaners that effectively
clean all washable surfaces throughout the house, delivering results
every time.
This is the message that should be stressed in headlines, subheads
and body copy of brand ads. The voice is confident; the tone, honest
and trustworthy. The copy is friendly, understanding and conversational.
Themes and key words in the L.O.C. Brand message include:
Effective
Efficient
Value
Multi-purpose
Comprehensive
Please note: Key messages about specific products can be found in the
L.O.C. Product Guide Section.
1918

12. Creative Expression
Brand Gallery
This Brand Gallery summarizes and conveys everything the L.O.C.™ Brand represents in words, themes, key
messages, and images. The Brand Gallery tells you how L.O.C. Brand communications should look and feel –
trustworthy, dependable, powerful, and helpful. Convenient and easy to use, the Brand Gallery gives you
an at-a-glance overview of all the promotional options available to you.
21
Here’s how the Brand Gallery represents the L.O.C. Brand.
20
Refer to the Brand Gallery whenever you promote the L.O.C.™ Brand.
The World’s Most
Multi-Purpose Cleaning Brand
Trust Your
Family With Ours
powerful
trust
confident
effective
heritage
efficient

13. 2322
Brand Elements
Brand Values
Our Brand Values Pyramid shows how L.O.C.™ Brand features and benefits produce psychological values that
are important to customers. These are the reasons why customers purchase L.O.C. and L.O.C. Plus products
– and establish a loyalty to the L.O.C. Brand.
Positioning
VALUES
(Psychological)
Trust
Confidence, Performance
Convenience, Value,
Loyalty, Dependability,
Reflects Amway Heritage/Tradition
Reflects pride in home and pride in business
BENEFITS
Exceptional cleaning power
Efficient, Effective,
Gets results, Saves time, Saves effort
Impressive demonstrations,
Economical, Effective, Dependable, Reliable
FEATURES
The first all-purpose cleaner/product introduced by the company;
A brand that offers peace of mind
Wide range of cleaning products for specific
(and challenging) jobs throughout the house
Brand Vision
The Brand Vision defines how the branding effort will achieve its goals. It states
what the brand stands for, the brand’s target audience, the strategic and financial
goals for the brand and how the brand’s success will be measured.
The L.O.C.™ Brand will
become the preferred brand
of household cleaning products
for IBOs around the world.
To obtain new users and
maintain existing loyal
consumers, The L.O.C. Brand
will remain committed to its
heritage by delivering multi-
purpose cleaning products with
unsurpassed performance.
This improvement will be
achieved through increased
consistent promotional activity,
targeted brand messaging
worldwide, and firm adherence
to the brand promise during
product development.

14. Brand Strategy
Key Corporate Strategies Support Distributor Sales. As always, our goal as a brand is to support IBOs in their
selling efforts with products that encourage repeat consumer purchases. Outlined below are four key corporate
strategies that will help IBOs build strong businesses and maintain profitable margins through repeat sales of
L.O.C.™ and L.O.C. Plus products.
Strategy 1: Our Key Products Will Maintain “Best-In-Class” Performance.
Striving for “Best-In-Class” standards for our key L.O.C. and L.O.C. Plus products will help to increase
customer satisfaction and brand loyalty, improve business opportunities, and enhance our brand reputation.
With a strong focus on the customer, this strategy includes continued consumer research and prioritizing
development opportunities.
Strategy 2: All New Key Products Will Have A WOW Demo As An Essential Claim.
The WOW demonstrations will deliver a positive, compelling and memorable response that sells the product all
by itself. These demos increase brand loyalty and product knowledge, demonstrate the company’s commitment
to excellence, and provide a quick, easy-to-use tool that IBOs can use to recruit new prospects
to the business.
Strategy 3: On-Trend Products Will Meet Today’s Consumer Needs.
It is imperative that our products and brands are relative to today’s consumers. The L.O.C. Brand is committed
to exploring new developments in the cleaning category and acting on major trends in our top markets.
Opportunities will be identified through a combination of listening to IBOs’ needs and anticipating market trends
that will result in new products which exceed our local customers’ expectations and offer a positive impact on
the reputation of the L.O.C. Brand.
Strategy 4: Communicate to Key Stakeholders.
With a clear focus on the customer, the L.O.C. Brand team is committed to maintaining up-to-date, simplified
brand/product messaging across all media. Our communication will target a deeper connection with our IBOs
and build brand equity and loyalty while increasing the knowledge base of our IBOs regarding the benefits that
differentiate our brands/products from competitors.
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Brand Promise
The Brand Promise describes the specific benefits – both physical and emotional – that current and potential
customers can expect when they use the brand. These are the benefits to which the brand is committed, now
and always.
The L.O.C.™ Brand will remain committed to its HERITAGE
by continuing to offer cleaning products that are EFFECTIVE,
EFFICIENT, POWERFUL, and that offer real value.
The L.O.C. Brand will continue to deliver products with
EXCEPTIONAL CLEANING PERFORMANCE, helping
to save consumers time and energy.
Mothers can TRUST L.O.C. branded products and feel
CONFIDENT that they are doing their best to keep their
homes clean for their families.

15. 2726
Brand Persona
The Brand Persona contains the personality traits and characteristics you
would use to describe the brand if it were a person. The brand persona
reflects how people feel about the brand, rather than what they know
about the brand.
Based on exhaustive research and on the extensive global marketing
experience to which you have contributed, the L.O.C.™ Brand persona
or “personality” has been established and can be expressed in the
following words.
L.O.C. Brand Personality is:
Trustworthy
Dependable
Strong, but gentle
Helpful, a problem solver
Family oriented

16. Portraying the L.O.C.™
Brand
2928
Brand Styling ..........................29
Images Used in this
Brand Guide...........................30
Photo Possibilities ....................32
Photo Gallery..........................34
Brand Identity .........................36
General Art/Design Elements....40
Creative Direction....................42
Creative Samples ....................44
Examples of Other Materials.....52
Staying on Brand/
Brand Taboos..........................54
Creating Your Own Materials ...55
General Guidelines .................56
The L.O.C.™ Brand Guide
on Brandnet............................57
Creative Guidelines
Frequently Asked Questions......58
Brand Styling
The images and words in our promotional materials focus on the benefits of
the L.O.C.™ and L.O.C. Plus products. They are meant to convey the idea
that L.O.C. is a brand you can trust with products that effectively clean all
washable surfaces, delivering exceptional cleaning results every time you
use them.
Primary images show someone cleaning or shows the suggestion of
someone cleaning, and the L.O.C. Brand or L.O.C. Plus Product logo or
letters are often in the photo. Family lifestyle scenes with children convey the
trust consumers have in the L.O.C. and L.O.C. Plus Products products to get
their washable surfaces clean.
Wardrobe and props are artistically colour keyed to the product colour, the
rooms are pristine clean, upscale and uncluttered. Models are attractive,
healthy and happy. Wardrobe is very casual, at-home, but upscale.
Wardrobe
The clothing worn by the models should be very casual, but still high quality.
Since the adults are cleaning, or giving the impression of cleaning, jeans
are acceptable. Children’s clothing is trendy, cute and upscale.
Locations
Rooms where L.O.C. and L.O.C. Plus products are used are clean and
bright. The props colour coordinate with the product colours. Rooms should
be upscale and aspirational. They can be very cutting edge similar to the
Photo Gallery Bathroom, Kitchen and Glass Cleaner locations, or in the
case of the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner photography,
more traditional to reflect the L.O.C. Brand Heritage.
Intheearly60s,L.O.C.Multi-PurposeCleanerwas
mixedbyhandin40gallonvatsandstirredwith
awoodenoar.By1994,Amwaywasmixingup
to450,000poundsofliquidproductsinone
8-hourshift!

17. Images Used in This Brand Guide
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LOC_Pho_ls0011_asa.tif LOC_Pho_ls0012_asa.tif LOC_Pho_ls0013_asa.tif LOC_Pho_ls0014_asa.tif LOC_Pho_ls0015_asa.tif
LOC_Pho_ls0016_asa.tif LOC_Pho_ls0017_asa.tif LOC_Pho_ls0018_asa.tif LOC_Pho_ls0019_asa.tif LOC_Pho_ls0020_asa.tif
LOC_Pho_ls0021_asa.tif LOC_Pho_ls0022_asa.tif LOC_Pho_ls0023_asa.tif LOC_Pho_ls0024_asa.tif LOC_Pho_ls0025_asa.tif
LOC_Pho_ls0026_asa.tif LOC_Pho_ls0027_asa.tif LOC_Pho_ls0028_asa.tif LOC_Pho_ls0029_asa.tif LOC_Pho_ls0030_asa.tif
LOC_Pho_ls0031_asa.tif LOC_Pho_ls0032_asa.tif LOC_Pho_ls0033_asa.tif LOC_Pho_ls0034_asa.tif LOC_Pho_ls0035_asa.tif
LOC_Pho_ls0036_asa.tif LOC_Pho_ls0037_asa.tif LOC_Pho_ls0038_asa.tif LOC_Pho_ls0039_asa.tif LOC_Pho_ls0040_asa.tif
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LOC_Pho_ls0046_asa.tif LOC_Pho_ls0047_asa.tif LOC_Pho_ls0048_asa.tif LOC_Pho_ls0049_asa.tif LOC_Pho_ls0050_asa.tif
NOTE: Additional Brand images can be found on Brandnet. More photography options are available that are not on Brandnet. Please contact Brand
Management for information on additional photography we may have to support your promotional materials.FAMILYROOMBATHROOMKITCHENLIVINGROOMCLOSEUP

18. Photo Possibilities
The images provided on Brandnet can be just a starting point for your creativity. As the examples on this page
show, you can vertically or horizontally crop an image to dramatically change the way a photo looks.
Many of the images can be used as inset images. Sections of washable hard surfaces from the rooms can
be inset. The products can be inset with a lifestyle or surface shot, and vice versa. Colour is very important
when advertising the L.O.C Plus products, and L.O.C. Multi-Purpose Cleaner is always shown with white
and off-white props.
3332
Use of the brand colours can be an effective design element and can tie your Home Care messages together.
Please make sure you follow colour, font and logo guidelines as outlined in the Brand Gallery.

19. Photo Gallery
These images, which are all available on Brandnet, give you many options to choose from when creating
promotional materials for the L.O.C.™ and L.O.C. Plus product lines. They work to reinforce the key
messages of the L.O.C. Brand.
Photo Categories
There are thee options of photos for the L.O.C. Brand – A primary shot and two versions of secondary shots.
The primary shots are wide shots of the room, with or without people. The adults are actively
cleaning, or giving the indication of cleaning. There are families and children portrayed. The L.O.C.
or L.O.C. Plus logo or product is visible, the props, rooms and wardrobe are colour co-coordinated with
the product colours. Primary shots can be used alone, with secondary shots or with product shots.
One series of the secondary shots is lifestyle shots. Families are interacting, and children are present
in many of the shots. The L.O.C. or L.O.C. Plus logo or product is visible in many of these shots. The activity
is fun, relaxed and happy.
The other secondary shot series consists of close-ups of the washable hard surfaces that
can be cleaned with the L.O.C. and L.O.C. Plus products.
The secondary shots described above can be used to reinforce key messages. For instance, the photo
showing the little girl playing on the floor with her father conveys the cleanliness of the floor.
The photos of the hard surfaces can be called out from the wide shot of the room as shown below to
emphasize the versatility of L.O.C. and L.O.C. Plus products by highlighting two or more products. For
example, the room shown is colour-coded and set up to show off the capabilities of L.O.C. Plus Kitchen
Cleaner, but an inset shot can be used to support L.O.C. Multi-Purpose Cleaner.
Please note how the brand photography is used throughout this Brand Guide. The cropping and page
placement style can also be used for your promotional materials.
3534
NOTE: Additional Brand images
can be found on Brandnet. More
Photography options are available that
are not on Brandnet. Please contact
Brand Management for information on
additional photography we may have to
support your promotional materials.

20. 3736
Brand Identity
Just as all the pieces of a puzzle are needed to create a full picture, all the elements of a brand are necessary
to capture a complete brand identity. The L.O.C.™ and L.O.C. Plus logos are pieces of the brand, which
together, capitalize on the strength of a generation of history. The permanence of the L.O.C. logo builds brand
recognition and trust in our loyal consumers, just as the energetic, clean typeface of the L.O.C. logos recall the
40 years of trusted service the L.O.C. family of cleaners has delivered. These brand elements never change and
should be included in all L.O.C. materials and collateral as a symbol of our brand’s enduring dependability.
L.O.C. Brand Logo
The L.O.C. Brand logo is a well-recognized representation of our brand and must be included on all L.O.C.
Brand promotional materials.
The L.O.C. Brand logo is one of the most important icons consumers use to recognize their favorite family of
cleaners. The white letters outlined in a clean, sophisticated dark blue colour convey the upscale feel of the
L.O.C. Brand, and conjure up all of the fresh, clean images the L.O.C. Brand represents. Dark blue is also
a traditional and rich colour which emphasizes the long history and heritage of the L.O.C. Brand.
The letters themselves, L.O.C., still stand for Liquid Organic Concentrate, but they also bring to mind the
longstanding heritage our company has been built on: Loyalty, Opportunity, and Confidence. As a heritage
brand we can all be proud of the commitment to quality the L.O.C. logo has stood for and will stand for, in
generations to come.
Logo Colour
Always reproduce the L.O.C. Brand logo in PMS 648 and PMS 291, solid black or solid white.

21. Tagline
The World’s Most Multi-Purpose Cleaning Brand.
Taglines are brief and memorable statements created for the brand
positioning statement.
The L.O.C. tagline should only be printed in Futura typeface.
An optional tag, “Trust Your Family With Ours,” may be used in markets
where the preferred tag cannot be used.
Using the L.O.C. tag, “The World’s Most Multi-Purpose Cleaning Brand,”
with specific L.O.C. or L.O.C. Plus Products or with the L.O.C. Brand
logo is optional.
The size and placement of all L.O.C. Brand and Product logo elements
must always remain the same.
L.O.C. Products Logos
All advertisements and collateral materials should feature either the
L.O.C. Brand logo or the individual L.O.C. or L.O.C. Plus product logos.
Communication materials about the L.O.C. Brand must include the L.O.C.
Brand logo. The tagline is optional. Communications materials about
particular products may contain either the L.O.C. Brand logo or the
featured product logo, tagline optional.
Any changes to the L.O.C. or L.O.C. Plus logos must be approved
by Brand Management.
3938
TRADEMARK AND REGISTRATION
Alticor Inc. is the legal owner of trademark registrations encompassing the L.O.C. Brand and its products.
The logo must always appear in the correct colour and font with a ®/™ in the upper right corner (® for
Quixtar, Canada and China, ™ globally).
L.O.C. Plus Bathroom Cleaner L.O.C. Plus Glass Cleaner L.O.C. Plus Kitchen Cleaner
L.O.C. Plus Daily
Shower Cleaner
L.O.C. Plus Aerosol Glass
Cleaner/SEE SPRAY
L.O.C. Plus Metal Cleaner
L.O.C. Plus SCRUB
BRITE Soft Cleanser
L.O.C. Multi-Purpose Cleaner
L.O.C. Towelettes/Mini-Wipes
L.O.C. Plus Wipes

22. 4140
General Art/Design Elements
Type
Type Colours for Copy
PMS 648, Black and White are the primary type colours. PMS 359, PMS 310 and PMS 516 can be used
as callout colours.
*A note on choosing type colours: Legibility of all type is of utmost importance. Select colours that will have strong contrast against the background
upon which the type will appear. For example, choosing white to place against a pale background will provide poor readability.
Type Faces:
Preferred Type Fonts:
Futura Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
Futura Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
Graphic Colours
Match the PMS numbers, not the colours printed on page 41, to ensure colour accuracy in your materials:
PMS 648, PMS 359, PMS 310, PMS 516, White
PMS 648 PMS 310
PMS 516PMS 359
WHITE

23. Creative Direction
Other Creative Guidelines
In those instances where your communications are other than print, the following guidelines should be referenced
to maintain consistency with our L.O.C.™ Brand styling:
Voiceover
The L.O.C. Brand is all about trust, cleanliness, and convenience. The voice should reflect these characteristics
with people who are confident, happy, and worry-free.
Music
Music is a subtle, but powerful tool. When selecting music for promotional materials, choose pieces that are
happy, upbeat, and confident to support your key messages and images.
4342

24. Creative Samples
On these pages, you’ll find examples of the kinds of L.O.C.™ ads: brand ads, product launch ads and
product re-promotion ads.
4544
L.O.C. Brand
HEADLINE: Making the World
a Cleaner Place One Home at
a Time
COPY: We’ve built our reputation
on protecting families around the
world. Nothing could be more
important to us than delivering
the multi-purpose tools you need
to provide your family with clean
environments, while guarding the
time it takes to get your home as
clean as it needs to be. That’s why
we demand revolutionary, high-
impact, effective formulas. Always
tough on dirt yet gentle on families
and surfaces. See how easily
L.O.C. Clean happens!
OPTIONAL TAGLINE:
The World’s Most Multi-Purpose
Cleaning Brand
L.O.C.™ Plus Kitchen Cleaner
HEADLINE: Concentrating On the Cleanest Kitchens
COPY: There is no other place in your house where it is as important to keep work areas sanitary as in your
kitchen. Trust L.O.C. Plus Kitchen Cleaner’s concentrated formula to power through the toughest kitchen grime
and provide you with the sanitary surface areas you need for food preparation. Achieve absolute clean with
the confidence of L.O.C. Plus Kitchen Cleaner.
OPTIONAL TAGLINE: The World’s Most Multi-Purpose Cleaning Brand
Making the
World a Cleaner
Place One Home
at a Time
We’ve built our reputation on protecting
families around the world. Nothing could
be more important to us than delivering
the multi-purpose tools you need to provide
your family with clean environments, while
guarding the time it takes to get your home
as clean as it needs to be. That’s why we
demand revolutionary, high-impact, effective
formulas. Always tough on dirt yet gentle
on families and surfaces. See how easily
L.O.C. Clean happens!
There is no other place in your house, where it is
as important to keep work areas sanitary, as in
your kitchen. Trust L.O.C. Plus Kitchen Cleaner’s
concentrated formula to power through the toughest
kitchen grime and provide you with the sanitary
surface areas you need for food preparation.
Achieve absolute clean with the confidence of
L.O.C. Plus Kitchen Cleaner.
Concentrating on
the Cleanest Kitchens

25. 4746
L.O.C. Plus Glass Cleaner
HEADLINE: Improve your View with L.O.C.™ Plus Glass Cleaner
COPY: Get a state-of-the-art clean with L.O.C. Plus Glass Cleaner. Specifically formulated to eliminate grimy
fingerprints and tough dirt from all glass surfaces, one swipe is all it takes for windows and glass to become
crystal clear without streaks or smears.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
L.O.C.™ Multi-Purpose Cleaner
HEADLINE: Cleaning Homes,
Protecting Families.
L.O.C. Multi-Purpose Cleaner
COPY: In a world of complicated
and harsh cleaners, try a little
tenderness. L.O.C. Multi-Purpose
Cleaner safely tackles tough jobs
from surface to surface throughout
your home, muscling out dirt and
grime with an easy one-step formula.
Tough on a multitude of soils, but
gentle on you and all your washable
hard surfaces.
OPTIONAL TAGLINE IF PRODUCT
LOGO IS USED: The World’s Most
Multi-Purpose Cleaning Brand
Cleaning
Homes,
Protecting
Families.
L.O.C.™ Multi-Purpose Cleaner
In a world of complicated
and harsh cleaners, try a little
tenderness. L.O.C. Multi-Purpose
Cleaner safely tackles tough jobs
from surface to surface throughout
your home, muscling out dirt and
grime with an easy one step
formula. Tough on a multitude of
soils, but gentle on you and all
your washable hard surfaces.
Getastate-of-the-artcleanwith
L.O.C. Plus Glass Cleaner.
Specifically formulated to
eliminate grimy fingerprints
and tough dirt from all
glass surfaces, one swipe is
all it takes for windows and
glass to become crystal clear
without streaks or smears.
Improve your
View with
L.O.C.™ Plus
Glass Cleaner

26. Copy Samples
The section contains additional samples of copy you may use to promote various
L.O.C.™ and L.O.C. Plus Products
L.O.C. Plus Bathroom Cleaner
HEADLINE:
Putting the Muscle in Clean So You Don’t Have To
COPY:
Leave your workout for the gym! L.O.C.™ Plus Bathroom Cleaner puts an end to scrubbing out stubborn dirt
and grime in the bathroom. Our streak-free formula powers through tough soap scum and mould, leaving
a fresh-smelling, shiny and sanitary bathroom for you and your family. Don’t sweat it with L.O.C. to the rescue!
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
L.O.C. Plus Daily Shower Cleaner
HEADLINE:
Creating A Cleaner Shower Every Day
COPY:
Ever get into the shower and feel like it’s not as clean as you want it to be? First, clean your shower with
L.O.C.™ Plus Bathroom Cleaner, then use L.O.C. Plus Daily Shower Cleaner daily to ensure that every
shower you take is pristine clean. Scrub-free maintenance is just an easy mist away.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
L.O.C.™ Plus Glass Cleaner/SEE SPRAY
HEADLINE:
Clearly a Better View
COPY:
Having a tough time seeing clear in a steamy bathroom? L.O.C. Plus Aerosol Glass Cleaner’s powerful anti-fog
formula helps glass resist steam, so it’s easy to keep your bathroom cleaner, clearer, and brighter longer.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
4948
L.O.C.™ Plus Soft Cleanser/SCRUB BRITE
HEADLINE:
Soft on Surfaces, Hard on Stains
COPY:
Hardworking surfaces stay clean and clear with L.O.C. Plus Soft Cleanser/SCRUB BRITE. Our patented
triple action formula puts the one-two-three punch to tough dirt first with a high performance cleaning
surfactant, then a natural citrus solvent and a mild abrasive, leaving a fresh scent and a shiny, scratch-free
surface. You’ll love the clean you get with L.O.C. Plus Soft Cleanser/SCRUB BRITE.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand

27. L.O.C.™ Plus Metal Cleaner
HEADLINE
L.O.C. Plus Metal Cleaner, Brilliant!
COPY:
Perfect for that really deep clean your stainless steel or copper pots and pans need. L.O.C. Plus Metal Cleaner
gets out blue heat burns and polishes as it cleans. An easy swipe puts a brilliant shine on your metal with the
major muscle we put into our powerful formula.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
L.O.C. Towelettes/Mini-Wipes
HEADLINE:
Bringing L.O.C.™ Clean To Active Lives
COPY:
The perfect cleaner in the perfect package, L.O.C. Towelettes/Mini-Wipes let you bring a powerful cleaning
solution with you wherever you go. So whether it’s a little spill on your washable shirt at lunch, or wiping off a
public grocery cart before you touch it, we’ve got clean covered.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
L.O.C. Plus Wipes
HEADLINE:
Wiping Out Dirt Daily
COPY:
L.O.C.™ Plus Wipes make maintaining a clean home easy. Keep the customizable canisters within easy reach
for quick touch-ups throughout the week, and you’ll find Saturday morning cleaning goes faster than it ever did
before! There’s no better way to get the upper hand on dirt.
OPTIONAL TAGLINE IF PRODUCT LOGO IS USED: The World’s Most Multi-Purpose Cleaning Brand
Ad templates and suggested copy for these and other L.O.C. ads are all available on Brandnet. (For other ad guidelines, see Page 54.)
5150

28. Examples Of Other Materials
Brand communications materials that share the same look, tone, and message will reinforce each other, making
the brand’s impact and identity that much stronger.
5352
AMAGRAM™/ACHIEVE™ Magazine Covers
Display
PowerPoint Presentation
Brochure
Website

29. Staying On Brand/Brand Taboos
Staying On Brand
When using your own photography in any material, it is important that you stay true to the style and content
established for the L.O.C.™ Brand for consistency and continuity. This is essential to achieve our goal of
creating a distinguishing, recognizable identity for the L.O.C. Brand. The points on the following page clarify
what it means to be “on brand.”
Why is this ad “on brand”?
L.O.C. Brand Taboos
For Visual Images:
1. Avoid negative images – no sick, stressed or worried people.
2. Avoid sexism.
3. Never show scantily clad or provocative images of models.
4. Never use cartoons or any illustrations that are not approved images.
5. Never show images of tobacco, alcohol or firearms.
6. Never make changes to model features or clothing (other than retouching).
7. Never superimpose illustrations or graphic treatments over models.
For L.O.C. Copy:
1. Do not set a tone unacceptable to the target market (women/mothers/wives).
2. Never use long copy or copy with highly technical content in ads. Save this information for articles.
3. Never make negative claims about competitive products or consumers, or engage in any negative selling.
4. Never make unsubstantiated claims or any product claim that is not specifically mentioned in the brand key
messages or in approved ad copy.
5. Never create an ad that stresses product features that are not strong points of the L.O.C. Brand.
5554
Creating Your Own Materials
Please follow the font, colour, tagline, photography and logo guidelines
as outlined in Brand Identity.
Models
When using adults, select those who are attractive and self-confident.
These are people who care about cleanliness and should be portrayed
that way. When selecting children, choose those who are cute,
energetic, active, happy, smiling, and are the appropriate age
for whatever activity they are performing.
Wardrobe
The clothing worn by the models should be very casual, but still of
high quality. Since the adults are cleaning, or giving the impression
of cleaning, jeans are acceptable. Children’s clothing is trendy, cute
and upscale.
Locations
Rooms where L.O.C.™ and L.O.C. Plus products are used are clean
and bright. The props colour coordinate with the product colours.
Rooms should be upscale and aspirational. They can be very cutting
edge similar to the Photo Gallery Bathroom, Kitchen and Glass Cleaner
locations, or in the case of the L.O.C. Brand and L.O.C. Multi-Purpose
Cleaner location, more traditional to reflect the L.O.C. Brand heritage.

30. General Guidelines
Discounting
The L.O.C.™ Brand is a premium brand and when considering promotions or discounting products,
a high quality positioning should be conveyed. The way this is communicated is key:
DON’T: “10% off on all L.O.C. products.”
DO: “With a purchase of any L.O.C. or L.O.C. Plus product this month, we will give you a complimentary
gift at no charge.”
Sponsorships/Public Relations
The L.O.C. Brand represents more than products. It also represents trust, peace of mind, and convenience.
By using the L.O.C. Brand to sponsor appropriate activities and organizations, we support IBOs and customers
in reaching their goals and dreams.
Sponsorship Guidelines:
Do sponsor:
Events and organizations that promote…
family and children
women’s health
youth activities and events
business and social opportunities for women
cultural and artistic organizations
Family-related issues that fit within the Amway guidelines.
Don’t sponsor:
Events or organizations that are…
controversial
closely linked to a single religion or political party
Causes or issues that do not fit within the Amway guidelines.
5756
The L.O.C.™
Brand Guide
on Brandnet
There are many ways to find the
assets and/or communication
materials you are looking for on
Brandnet. To find this Brand Guide
go to the “Easy Find” menu and
select Brand Guides, then L.O.C.
For more specific search results,
you can search by the file name,
which is the same as the image
number typed below the image
in your Brand Guide.

31. Creative Guidelines Frequently Asked Questions
Q. Why is the Brand Guide separated by colours?
A. This L.O.C.™ Brand Guide is separated by colours to help marketers around the world associate colours with
specific L.O.C. Plus products. This in turn will help marketers communicate colour association to IBOs. Colour
can be used quite creatively in layouts, in fonts, in image outlines, and so on. We have chosen to emphasize
three of the major L.O.C. Plus product colours – blue for L.O.C. Plus Glass Cleaner, green for L.O.C. Plus
Kitchen Cleaner and pink for L.O.C. Plus Bathroom Cleaner. The dark blue colour has been chosen to represent
the L.O.C. Brand and L.O.C. Multi-Purpose Cleaner.
Q. What is the L.O.C. Brand Tagline and how is it used?
A. The L.O.C. tagline is: “The World’s Most Multi-Purpose Cleaning Brand.” This tagline is a strong statement
about our L.O.C. Brand and using it with the L.O.C. logo in communication materials is optional. The tagline
is also optional for communication materials about specific products, but you are encouraged to use it for any
L.O.C. Multi-Purpose Cleaner or any multi-product L.O.C. Plus products communication pieces.
For markets that cannot use “The World’s Most Multi-Purpose Cleaning Brand,”you may use “Trust Your Family
With Ours.”
Q. How was the photography style determined?
A. Four different locations were chosen for the photo shoot – a kitchen, a bathroom, a living room with a
lot of glass and a traditional living room. Each location was chosen with an eye for colour and style. Rooms
needed to be upscale and reflect or emphasize the product colour. For instance, the blue sky in the Glass series
emphasized the blue colour of L.O.C. Plus Glass Cleaner. Wardrobe and props were chosen to emphasize the
colours of the products.
The L.O.C. Multi-Purpose Cleaner location had to serve two purposes: To represent the L.O.C. Brand and the
L.O.C. Multi-Purpose Cleaner product. A more traditional location was chosen, and since the product colour is
clear, props were white or off white. Dark blue was used in some props and in wardrobe to reflect the L.O.C.
Brand logo.
5958

32. Product Guide
6160
The L.O.C.™ Brand has been cleaning homes for over 40 years, always
delivering safe, effective results for your customers, and remaining one of the
most trusted, comprehensive names in cleaning products available. These
timeless qualities define the L.O.C. Brand and yet the brand itself continues
to evolve, continually responding to the contemporary needs of your loyal
consumers, with innovative formulas and fresh campaign materials. Here is
the new L.O.C. Product Guide, where timeless and contemporary join in a
smart new look that is clean and ultra modern. Enjoy!
Everyyear,10millionlitresofL.O.C.Multi-Purpose
Cleaneraresold.That’salmost20bottlesevery
minuteofeveryday!
L.O.C. Multi-Purpose Cleaner .......63
L.O.C. Plus Bathroom Cleaner ......68
L.O.C. Plus Daily Shower Cleaner..78
L.O.C. Plus Kitchen Cleaner .........83
L.O.C. Plus Glass Cleaner............89
L.O.C. Plus Aerosol Glass
Cleaner/SEE SPRAY.......... 93
L.O.C. Plus Soft Cleanser/
SCRUB BRITE................... 97
L.O.C. Plus Metal Cleaner .........103
L.O.C. Plus Towelettes/
Mini-Wipes................... 107
L.O.C. Plus Wipes ...................109

33. 6362
L.O.C.™
Multi-Purpose Cleaner
Product Profile – The world’s most multi-purpose cleaner offers
exceptional soil removal and streak resistance with an easy,
one-step formula; no rinsing required!
Key Selling Messages – Key selling messages convey the most
important selling features of a particular product. They make
great sell copy and should be as prominent as possible, preferably
in the headline.
Effectively cleaning since 1959, L.O.C. Multi-Purpose Cleaner cleans
your home from surface to surface with a gentle strength, delivering an
immaculate, streak-free shine with no rinsing necessary.
Features
The most versatile cleaner
in the world
Cleans anything that water
won’t hurt
Tough on dirt, gentle on hands
Benefits
Eliminate the clutter of too
many cleaning products with
an easy-to-use formula
Safe to use on a multitude of
surfaces and fabrics
Effective formula eliminates
dirt without harming surfaces
or your skin

34. The following bolded words are focus words that describe L.O.C.™ Multi-Purpose Cleaner is primary features
and benefits. These sound bites make great ad campaign material!
VERSATILE – Safely cleans all washable household surfaces, maintaining a sanitary environment for your
family (replace sanitary with ‘hygienically clean’ in Europe only).
POWERFUL – Muscles through tough soil build-up and grime, leaving a streak-free shine.
GENTLE – Mild enough to use as a hand cleanser, yet tough enough to erase grease and grime.
(NOTE: This statement is not allowed in Japan or Korea, and Germany requires additional
ingredient listing and address on label).
EFFECTIVE – Dirt doesn’t stand a chance against the dynamic blend of cleaners perfectly balanced
in our powerful yet gentle formula.
NO RINSING – One-step formula leaves surfaces fresh and clean with just one swipe. 6564
FAQs:
Q. On what surfaces can I use L.O.C.™ Multi-Purpose Cleaner?
A. L.O.C. Multi-Purpose Cleaner is effective on all hard washable surfaces in your home. Remember, if you can
wash a surface with water, L.O.C. Multi-Purpose Cleaner is safe to use! Specifically this includes sealed wood,
tile, marble, linoleum, tubs, cabinets, washable walls, both painted and sealed woodwork, and doorknobs.
Q. Is L.O.C. Multi-Purpose Cleaner recommended for bucket dilution or trigger sprayer application?
A. L.O.C. Multi-Purpose Cleaner is as versatile as it is effective! Use it in a bucket at 1 fl. oz. (30 ml) per
gallon (4 litres) of water or in the Pistol Grip Sprayer using a 1:3 dilution ratio for impressive results, regardless
of application.
Q. L.O.C. Multi-Purpose Cleaner has great suds. Do I have rinse them away?
A. Not at all! L.O.C. Multi-Purpose Cleaner is formulated to leave minimal residue and is streak-resistant
on all surfaces when used as directed.
Q. Does L.O.C. Multi-Purpose Cleaner contain a coconut oil derivative?
A. Yes, L.O.C. Multi-Purpose Cleaner contains a grease-cutting surfactant derived from coconut oil.
Usages
General Cleaning: Dilute 1 fl. oz. (30 ml) with 1 gallon ( 4 litres) of
water. Wash and dry as needed. No rinsing required.
Using Pistol Grip Sprayer, add water to the 1:9 line, then add
product to the 500 ml line. Spray and wipe dry.
For hand washing use full strength. Rub in well and rinse off.
NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces,
the Foam option for smaller areas.
Uses
Use on any washable surface that
water won’t hurt

35. Demo #1
L.O.C.™ Multi-Purpose Cleaner
No Streaking Demonstration
Purpose
To illustrate the ability of L.O.C. Multi-Purpose Cleaner to resist streaking
Materials Needed
Eye droppers or pipettes
Paper towels
Glossy, black ceramic tile or glass mirror
Pistol-Grip Sprayer bottle
L.O.C. Multi-Purpose Cleaner diluted to 1:9
with water in spray bottle
Directions
1. Fold a section of paper towel in half three times, creating an “applicator” that is 8 layers thick.
2. Use an eyedropper to carefully apply 0.5 ml of diluted L.O.C. Multi-Purpose Cleaner onto the folded edge
of the paper towel.
3. Hold the folded paper towel at a 45º angle and gently touch the wetted edge to the tile or mirror. Smoothly
rub the surface with 6 passes to fully wet the surface.
4. After 5–10 seconds, look at the tile or mirror surfaces.
Result
The surface with diluted L.O.C. Multi-Purpose Cleaner applied shows essentially no streaking.
6766
Demo #2
L.O.C.™ Multi-Purpose Cleaner
Shoe Polish Demonstration
Purpose
Shows how the L.O.C. Multi-Purpose Cleaner can remove an
“impossible” stain such as black shoe polish from your hands. Also
shows how L.O.C. cleans up after itself by removing the transferred
stain from a handkerchief as well.
Materials Needed
Black shoe polish paste
White handkerchief
Bowl of warm water
L.O.C. Multi-Purpose Cleaner
Directions
Set-up/Preparation: Approximately 5 minutes
Demonstration: Approximately 5 minutes
1) Smear a small amount of shoe polish on the back of one hand.
2) Pour less than a capful of L.O.C. Multi-Purpose Cleaner on the shoe
polish stain. Rub the liquid carefully to disperse it over the entire
stained area.
3) Wipe your hand with a clean handkerchief. All the polish will come off your hand, leaving the handkerchief
a mess.
4) Dip the handkerchief into a bowl of warm water. Agitate the handkerchief thoroughly for a minute.
5) Lift the handkerchief from the water. Wring out the excess water and spread the handkerchief out.
Result
Both the handkerchief and your hands are completely clean, demonstrating the amazing stain removing ability
of L.O.C. Multi-Purpose Cleaner.
Image
Available
on Brandnet
Soon.
The World’s Most
Multi-Purpose Cleaning Brand

36. L.O.C.™ Plus Bathroom Cleaner
Product Profile – This highly effective bathroom cleaner aggressively removes some of the toughest bathroom soils
and stains, including soap scum and lime scale deposits, yet it is safe for most washable bathroom surfaces.
Key Selling Messages – Key selling messages convey the most important selling features of a particular product.
They make great sell copy and should be as prominent as possible, preferably in the headline.
Protect your family from unsanitary bathroom soil! L.O.C. Plus Bathroom Cleaner’s streak-free formula attacks
tough bathroom grime and buildup, rinses away easily, delivering a pristinely clean, hygienic environment for
you and your family.
6968
Features
Versatile bathroom cleaner rinses easily revealing
a streak-free shine
Leaves surfaces sanitary (use ‘hygienically clean’
in Europe)
Aggressive cleaning action
Removes tough hard water stains
and limescale deposits
No harmful abrasives
Safe for most washable bathroom surfaces
Concentrated 500 ml bottle yields up to
four 500 ml ready-to-use bottles when
diluted with water
Benefits
Cleans bathroom surfaces quickly, leaving them
fresh-smelling and streak-free
Helps achieve a clean home environment
Works quickly to penetrate and dissolve soap
scum, mineral deposits and bathroom soils
Rinses away easily leaving a streak-free shine.
Cleans and shines without scratching
Will not damage ceramic tile, fiberglass, porcelain,
stainless steel, tile, plastic, or vinyl
Reduces packaging waste; convenient

37. 7170
FAQs
Q. Does L.O.C.™ Plus Bathroom Cleaner kill germs?
A. No, L.O.C. Plus Bathroom Cleaner removes the soil in which germs
hide and thrive, leaving surfaces hygienically clean (sanitary in the US
and Canada). Because L.O.C. Plus Bathroom Cleaner is not currently a
registered disinfectant, no claims can be made regarding killing germs
at this time.
Q. What is the difference between L.O.C. Plus Bathroom Cleaner and
PURSUE™ Disinfectant?
A. PURSUE products are registered disinfectants and contain ingredients
that kill bacteria, viruses and fungi, which enables us to make the claim that
PURSUE products may be used on surfaces to kill harmful bacteria, viruses
and fungi that are present. L.O.C. Plus Bathroom Cleaner is formulated to
eliminate soap scum, hard water stains and lime scale build-up. Use both
products together to easily erase dirt and bacteria, viruses and fungi.
Q. Does L.O.C. Plus Bathroom Cleaner contain a coconut oil derivative?
A. Yes. L.O.C. Plus Bathroom Cleaner contains a soil lifting surfactant
derived from coconut oil.
The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus
Bathroom Cleaner. These sound bites make great ad campaign material!
SANITARY/HYGIENICALLY CLEAN – Protects your family by maintaining sanitary bathroom surfaces
creating a healthy environment for all (replace sanitary with
‘hygienically clean’ in Europe only).
HARDWORKING – Wipes out soap scum, hard water stains, lime scale deposits, and tough bathroom
stains with a simple 1:1 dilution ratio.
SAFE – Tough on bathroom dirt, gentle on surfaces. Use on most washable bathroom surfaces.
NO SCRUBBING – Rinses easily, leaving a sparkling, streak-free shine.
Usages
General Cleaning: Using the Pistol Grip Sprayer bottle, add water
to the 3:1 line, then add product to the 500 ml line. Spray and wipe
with a damp sponge or cloth.
For Lime Scale and Extra Tough Jobs:
Add water to the 1:1 line, then add product to 500 ml line. Spray
and let stand for several minutes as needed. Wipe with damp
sponge or cloth.
NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces,
the Foam option for smaller areas
Uses
Ceramic tile, fiberglass,
porcelain, stainless steel,
tile, plastic and vinyl. Not
for use on brass, marble
or other natural stone

38. 7372
Demo #1
L.O.C.™ Plus Bathroom Cleaner
The Power of Organic Acid Demonstration
Purpose
This demonstration shows how quickly L.O.C. Plus Bathroom Cleaner
chemically reacts with inorganic deposits similar to hard water scale
found in most bathrooms.
Materials Needed
Baking Soda (bicarbonate of soda)
L.O.C. Plus Bathroom Cleaner
One glass measuring cup
Teaspoon or 2 ml measuring spoon
One Pistol Grip Sprayer dilution bottle
Directions
1. Mix a 1:1 dilution of L.O.C. Plus Bathroom Cleaner and tap water
in the Pistol Grip Sprayer dilution bottle.
2. Add about 1-2 ml (1/4 tsp) of Baking Soda to the measuring cup.
3. Pour in about 2 fl. oz. (about 60 ml) of diluted Bathroom Cleaner
into the measuring cup.
4. Watch in amazement as L.O.C. Plus Bathroom Cleaner attacks the
baking soda, causing foaming and frothing to occur.
Result
Baking soda is composed of sodium bicarbonate, chemically
similar to the lime scale buildup found in many bathrooms. This
demonstration shows the power of the organic acid used in
L.O.C. Plus Bathroom Cleaner.
Q. Is L.O.C.™ Plus Bathroom Cleaner gentle on bathroom surfaces?
A. L.O.C. Plus Bathroom Cleaner has a unique formula which doesn’t contain any harsh mineral acids, caustics
or chlorine bleach. Instead, it uses an organic acid that specifically targets bathroom soils combined with
other cleaning agents, including a coconut oil derived surfactant, making the formula tough on dirt but gentle
on most surfaces.
Q. Does L.O.C. Plus Bathroom Cleaner remove lime scale?
A. Yes. For effective removal of heavy lime scale, use a 1:1 dilution of L.O.C. Plus Bathroom Cleaner. Let the
product do the work for you by soaking the lime scale for complete removal.
Q. Is L.O.C. Plus Bathroom Cleaner abrasive?
A. No. L.O.C. Plus Bathroom Cleaner cleans without scratching most washable surfaces. However, because
it is acidic, it should not be used on brass, marble or natural stone.
Q. Do you have to rinse after using L.O.C. Plus Bathroom Cleaner?
A. Yes. L.O.C. Plus Bathroom Cleaner is easily rinsed away leaving a streak-free shine!
Q. Does L.O.C. Plus Bathroom Cleaner prevent mould and mildew buildup?
A. No. By removing soils, including soap scum and body oils, L.O.C. Plus Bathroom Cleaner helps reduce
available organic materials that mould and mildew use to thrive. This, in turn, helps control the recurrence of
mould and mildew stains.
TIP: Remove mould and mildew stains from porous surfaces like grout using bleach. This process should be completed prior
to using L.O.C. Plus Bathroom Cleaners. Never mix with or use the two products at the same time.

39. 7574
28,800 bottles of
L.O.C.™
Multi-Purpose
Cleaner are sold per
day worldwide!

40. 7776
Demo #2
L.O.C.™ Plus Bathroom Cleaner
Purpose
This Demonstration shows how quickly L.O.C. Plus Bathroom
Cleaner can remove common make-up stains found in most bathrooms.
Materials Needed
ARTISTRY™ Lipstick (smear resistant)
ARTISTRY Definitive Lash Mascara
ARTISTRY Foundation
L.O.C. Plus Bathroom Cleaner
One Pistol Grip Sprayer dilution bottle
15 cm. x 15 cm. white, glossy ceramic tile (6” x 6”)
Directions
5. Apply a stripe of lipstick onto the ceramic tile.
6. Repeat step #1 with foundation.
7. Repeat step #1 with mascara.
8. Spray a 1:3 dilution of L.O.C. Plus Bathroom Cleaner over a section of the stains.
Allow product to stand for 15–20 seconds.
9. Using a folded section of paper towel, wipe over all three stains and watch in amazement
as L.O.C. Plus Bathroom Cleaner removes the make-up soils in one pass.
Result
L.O.C. Plus Bathroom Cleaner removed all three stains in one pass, leaving a clean tile surface.
Image
Available
on Brandnet
Soon.

41. 7978
L.O.C.™
Plus Daily Shower Cleaner
Product Profile – L.O.C. Plus Daily Shower Cleaner keeps all shower surfaces sanitary
(use hygienically clean in Europe) and smelling fresh. No scrubbing necessary!
Key Selling Messages – Key selling messages convey the most important selling features of a particular
product. They make great sell copy and should be as prominent as possible, preferably in the headline.
L.O.C. Plus Daily Shower Cleaner, the easy way to maintain a clean shower surface. Daily use ensures
every shower experience is clean and fresh-smelling.
Features
Blend of chelating agents, surfactants and solvent
make a three-pronged attack on calcium, soap/
body oils, and dirt
Daily use keeps shower clean and sanitary
(“hygienically clean” in Europe), preventing hard
water stains and lime scale deposits, soap scum
and bathroom soil buildup
Regular use protects against mould and mildew
stains by removing the organic soils these
organisms need to grow
Mould inhibitors provide additional protection
against mould and mildew buildup (Japan only)
Refreshing, clean scent
No-rinse formula leaves a shine with
no dulling residue
Concentrated 500 ml bottle yields four 500 ml
ready-to-use bottles when diluted with water
Benefits
Daily use prevents and breaks up hard water
stains, soap scum and bathroom soil buildup,
and solubilizes them.
Once cleaned, further applications keep soil
from building up. No scrubbing, wiping or
rinsing is necessary
Shower stays clean longer
Enjoy mould and mildew free shower environment
(Japan only)
Leaves surfaces smelling clean and fresh
Surfaces are clean and shiny
Reduces packaging waste; convenient
The L.O.C.™
Brand Is The
World’s Most Multi-Purpose
Cleaning Brand.

42. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus
Daily Shower Cleaner. These sound bites make great ad campaign material!
SANITARY/HYGIENICALLY CLEAN – Keeps shower surfaces sanitary, enhancing a healthy environment
for all (replace sanitary with ‘hygienically clean’ in Europe only).
PREVENTS – Prevents hard water stains, soap scum and bathroom soil from taking hold with daily use.
PROTECTS – Protects against mould and mildew stains and lime scale deposits with daily use.
REFRESHES – Leaves surfaces clean and fresh smelling.
NO SCRUBBING – A daily mist from one-step L.O.C. Plus Daily Shower Cleaner keeps your shower clean
and shiny, no scrubbing or rinsing required!
8180
FAQs
Q. What is the difference between L.O.C.™ Plus Bathroom Cleaner and L.O.C. Plus Daily Shower Cleaner?
A. Designed as an easy spray and go shower maintenance product, daily use of L.O.C. Plus Daily Shower
Cleaner prevents the build-up of soap scum and hard water stains. While it will work to remove existing soils,
it is not formulated as a heavy duty cleaner. Pre-clean with L.O.C. Plus Bathroom Cleaner to eliminate heavy
soil buildup, hard water stains, or lime scale deposits.
Q. Do I need to rinse after applying L.O.C. Plus Daily Shower Cleaner?
A. L.O.C. Plus is a one-step cleaning system! Simply spray surfaces and let dry to a streak-free shine.
TIP: A light wiping of chromed surfaces leaves them at their shiniest.
Q. Is L.O.C. Plus Daily Shower Cleaner safe for all surfaces?
A. Use L.O.C. Plus Daily Shower Cleaner safely on nearly all washable bathroom surfaces. However, it should
not be used on natural marble, stone or wood.
Q. Does regular use of L.O.C. Plus Daily Shower Cleaner really prevent mould and mildew stains?
A. Regular use of L.O.C. Plus Daily Shower Cleaner will keep your shower surfaces hygienically clean. Without
the soap scum and other organic materials mould and mildew thrive on, recurrence of mould and mildew stains
is greatly decreased.
TIP: For a superior clean, clean previous mould and mildew stain buildup with fast acting L.O.C. Plus Bathroom Cleaner or L.O.C.
Plus Soft Cleanser in a separate cleaning. Never mix or spray these products directly with any chlorine-based products.
Q. Does L.O.C. Plus Daily Shower Cleaner contain a coconut oil derivative?
A. Yes. L.O.C. Plus Daily Shower Cleaner contains a soil-lifting, low-streaking surfactant derived coconut oil.
Usage:
Usages
Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then
add product to the 500 ml line. After showering, spray on surfaces
and fixtures and allow to dry. No rinsing or wiping needed.
For extra tough jobs: For best results, pre-clean surfaces with L.O.C.
Plus Bathroom Cleaner to remove buildup of soils and hard water
deposits. (Not for use on marble, natural stone, or brass.)
NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces,
the Foam option for smaller areas
Uses
Shower walls, doors,
and fixtures

43. Demo
L.O.C.™ Plus Daily Shower Cleaner
No Dulling Residue Demonstration
Purpose
To show the ability of L.O.C. Plus Daily Shower Cleaner to leave
treated shower surfaces clean and shiny without rinsing or wiping.
Materials Needed
Paper towel
Clear plastic bottle or jar
Distilled or tap water
Plastic pipette or eye dropper
Two black, glossy ceramic tiles
L.O.C. Plus Daily Shower Cleaner Concentrate
Directions
1. Into the jar add 1 fl. oz. (30 ml) of L.O.C. Plus Daily Shower
Cleaner and 3 fl. oz. (90 ml) of water. Swirl to mix (this step
may be done in advance).
2. Using the pipette or eye dropper, squirt the L.O.C. Plus Daily Shower
Cleaner onto one clean, ceramic tile, covering its surface.
3. Place the tile in an upright position on the paper towel, allowing solution
to run off and the tile to dry (use the bottle or jar as support, if necessary).
4. Compare the treated tile after it dries to the untreated tile.
Result
The treated ceramic tile will be left with a clear and glossy finish, virtually undistinguishable from the untreated
tile. There is no hazy residue or film.
82 83
L.O.C.™
Plus Kitchen Cleaner
Product Profile – This powerful formula cuts through tough grease and grime quickly on washable kitchen and
household surfaces, leaving them sanitary (use ‘hygienically clean’ in Europe). No rinse formula leaves surfaces
smelling fresh.
Key Selling Messages – Key selling messages convey the most important selling features of a particular product.
They make great sell copy and should be as prominent as possible, preferably in the headline.
Demand sanitary surfaces throughout your kitchen with L.O.C. Plus Kitchen Cleaner. The concentrated
formula powers through tough kitchen grime achieving a clean, shiny surface with an easy no-rinse,
no-streak, fresh formula.

44. 85
FAQs
Q. Can L.O.C.™ Plus Kitchen Cleaner be used on all kitchen surfaces, including glass?
A. Yes, L.O.C. Plus Kitchen Cleaner’s streak-resistant formula makes it the perfect choice on all non-porous
surfaces including countertops, sinks, stovetops, microwaves, and refrigerators. It also provides exceptional
cleaning on all high definition kitchen surfaces, including appliance glass.
Q. Does L.O.C. Plus Kitchen Cleaner contain a coconut oil derivative?
A. Yes. L.O.C. Plus Kitchen Cleaner contains a soil-lifting, low-streaking surfactant coconut oil.
Usages
General Cleaning: Using the Pistol Grip Sprayer bottle, add 375 ml
of water to the 3:1 line, then add product to the 500 ml line. Spray
and wipe dry.
For extra tough jobs: Dilute 1:1 with water.
NOTE: Use the Spray option on the Pistol Grip Sprayer for large surfaces,
the Foam option for smaller areas
Uses
Stovetops, walls, countertops,
sinks, microwaves,
refrigerators
84
Features
Versatile kitchen cleaner
Leaves surfaces sanitary (“hygienically
clean” in Europe)
Powerful cleaning action quickly cuts through
tough, greasy messes
No-rinse formula provides streak-free shine
Safe for use on all non-porous kitchen surfaces
including countertops, sinks, and kitchen
appliances including stovetops and refrigerators
Concentrated 500 ml bottle yields up to four 500 ml
ready-to-use bottles when diluted with water
Benefits
Cleans most kitchen surfaces and leaves them
fresh-smelling
Contributes to a clean home environment
Leaves kitchen surfaces sparkling clean
Convenient to use
Versatile and convenient to use
Reduces packaging waste;
convenient storage; economical
The following bolded words are focus words that describe L.O.C. Plus Kitchen Cleaner’s primary features
and benefits. These sound bites make great ad campaign material!
SANITARY/HYGIENICALLY CLEAN – Safely cleans and removes soils from washable kitchen and
household surfaces providing sanitary (“hygienically clean”
in Europe) surfaces throughout.
POWERFUL – Quickly cuts through toughest greasy messes.
SAFE – Gentle on all non-porous surfaces.
REFRESHES – Leaves surfaces sanitary (“hygienically clean” in Europe) and smelling fresh.
NO RINSE – One-step formula provides a streak-free shine.

45. 8786
Demo #1
L.O.C.™ Plus Kitchen Cleaner
No Streaking Demonstration
Purpose
To illustrate the ability of L.O.C. Plus Kitchen Cleaner to resist streaking.
Materials Needed
Eye droppers or pipettes
Paper towels
Two glossy, black ceramic tiles or two glass mirrors
L.O.C. Plus Kitchen Cleaner diluted to 1:3 with water in spray bottle
Competitive all purpose cleaner
Directions
1. Fold a section of paper towel in half three times, creating an
“applicator” that is eight layers thick.
2. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Kitchen
Cleaner to the folded edge of the paper towel.
3. Hold the folded paper towel at a 45º angle and gently touch the
wet edge to the tile or mirror. Smoothly rub the surface with six
passes to fully wet the surface.
4. Repeat steps 1–3 above with the competitive product.
5. After 5–10 seconds, look at the tile or mirror surfaces.
Result
The surface treated with L.O.C. Plus Kitchen Cleaner shows little
streaking. Many competitors shows heavy streaking.

46. 89
L.O.C.™
Plus Glass Cleaner
Product Profile – This concentrated glass cleaner quickly and
easily cuts through grease, grime, and film buildup without
streaking or smearing.
Key Selling Messages – Key selling messages convey the
most important selling features of a particular product. They
make great sell copy and should be as prominent as possible,
preferably in the headline.
Let L.O.C. Plus Glass Cleaner intensify the fight against grimy
fingerprints and accumulated grease. With one easy swipe,
windows and glass become crystal clear, no streaking or
smearing allowed.
Features
Provides streak-free shine
Cuts through and removes soil and grime easily (in
Japan, add “including cigarette smoke”)
Versatile
Concentrated 500 ml bottle yields four ready-to-use
500 ml bottles when diluted with water
Benefits
No streaking or smearing
Helps achieve a clean home environment
Can be used on glass and most other shiny
surfaces
Reduces packaging waste; convenient storage;
economical
Demo #2
L.O.C.™ Plus Kitchen Cleaner
Soil Removal Demonstration
Purpose
A demonstration to show the excellent grease cutting power
of L.O.C. Plus Kitchen Cleaner.
Materials Needed
Vegetable shortening
Chili powder
Wooden tongue depressor
Small, paper cup
White plastic laminate (eggshell texture)
Paper towels
Standard 1:3 dilution of L.O.C. Plus Kitchen Cleaner
in the Pistol Grip bottle with sprayer
Directions
1. Using the tongue depressor, scoop some vegetable shortening
out of the can and place it in the paper cup.
2. Sprinkle some chili powder into the paper cup and mix it thoroughly
into the shortening to provide colour.
3. Using your finger, smear an even stripe of the coloured shortening onto the white laminate surface.
4. Spray half of the soil stripe with the 1:3 dilution of L.O.C. Plus Kitchen Cleaner and allow 10–15 seconds
for the product to penetrate.
5. With one pass, wipe the area where L.O.C. Plus Kitchen Cleaner was applied to remove the soil.
Result
The half of the soil stripe sprayed with L.O.C. Plus Kitchen Cleaner is completely clean with no streaking!
Just one application of diluted product and a single wipe removed this heavy, greasy soil.
88

47. 91
Demo #1
L.O.C.™ Plus Glass Cleaner
Soot Removal Demonstration
Purpose
To show the streak-free cleaning performance of L.O.C. Plus Glass
Cleaner on a stubborn soil, like soot.
Materials Needed
Wooden tongue depressor
Cigarette lighter
Glass mirror
Paper towels
Small glass of water
Standard 1:3 dilution of L.O.C. Plus Glass Cleaner
in the Pistol Grip spray bottle with sprayer
Directions
1. Using the cigarette lighter, carefully set the tip of the tongue
depressor on fire.
2. Hold the glass mirror upside down at a 45º angle and place the
burning tongue depressor underneath it. By holding the flame close
to the glass, soot will quickly accumulate on the mirror. Extinguish the tonque depressor in a glass of water.
3. Place the soiled mirror on a flat surface. Spray half of the sooty glass with the 1:3 dilution
of L.O.C. Plus Glass Cleaner and allow 10–15 seconds for the product to penetrate.
4. With one pass, wipe the area where L.O.C. Plus Glass Cleaner was applied to remove the soil.
Lightly wipe this area dry with a clean section of paper towel.
Result
The half of the soiled area sprayed with L.O.C. Plus Glass Cleaner is completely clean! Just one application
of diluted product and a single wipe removed this stubborn soil without streaking.
The following bolded words are focus words that describe L.O.C.™ Plus Glass Cleaner’s primary features
and benefits. These sound bites make great ad campaign material!
POWERFUL – Grease and grime won’t stand up to this intense cleaner.
STREAK-FREE – Easy to use formula leaves glass crystal clear with a streak-free shine.
90
Portraying the Brand
Brand Styling
Photo Possibilities
Photo Gallery
Brand Identity
Creative Direction
Video
Voiceover
Music
Creative Samples
Examples of Other Materials
Staying On Brand/Brand Taboos
Creating Your Own Materials
General Guidelines
The L.O.C.™ Brand on Brand Net
Usages
Using the Pistol Grip Sprayer bottle, add water to the 3:1 line, then
add product to the 500 ml line. Spray lightly and wipe dry with a
clean, lint-free cloth or paper towel.
Uses
Windows, mirrors,
windshields, glass TV
and computer screens
FAQs
Q. Does L.O.C. Plus Glass Cleaner contain a coconut oil derivative?
A. Yes. L.O.C. Plus Glass Cleaner contains soil lifting, low-streaking surfactants coconut oil.
Q. Is L.O.C. Plus Glass Cleaner effective at removing cigarette smoke residue?
A. Yes. L.O.C. Plus Glass Cleaner is effective at removing cigarette smoke stains.
Q. What’s the difference between L.O.C. Plus Glass Cleaner and L.O.C. Plus Aerosol Glass
Cleaner/SEE SPRAY?
A. The aerosol L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that
contains an anti-fog agent, particularly useful for cleaning bathroom mirrors and any other applications where
glass fogging may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most
glass to a streak-free shine.

48. 93
L.O.C.™
Plus Aerosol
Glass Cleaner/SEE SPRAY
Product Profile – This aerosol foam window cleaner clings to
surfaces quickly and easily cutting through grease, grime, and
film build-up without streaking or smearing.
Key Selling Messages – Key selling messages convey the
most important selling features of a particular product. They
make great sell copy and should be as prominent as possible,
preferably in the headline.
Banish steamy bathroom glass with the powerful anti-fog formula
of L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY. This formula
guards against steamed up windows while cutting through
grease and grime to keep your home cleaner, clearer and
brighter longer.
Features
Provides streak-free shine
Cuts through and removes soil and grime easily
(in Japan, add “including cigarette smoke”)
Versatile
Contains ammonia, degreasers, and a special
steam-barrier ingredient
Contains a biodegradable surfactant. Contains no
chlorofluorocarbons (this statement cannot be used
in Europe)
Benefits
No streaking or smearing
Helps achieve a clean home environment
Can be used on glass and most other
shiny surfaces (not recommended for
exterior automobile windows)
Reduces fogging on mirrors, windows and
non-coated interior car windows
Environmentally responsible
Demo #2
L.O.C.™ Plus Glass Cleaner
No Streaking Demonstration
Purpose
To illustrate the ability of L.O.C. Plus Glass Cleaner to leave
a streak-free shine.
Materials Needed
Eye dropper or pipette
Paper towels
Glass mirror
L.O.C. Plus Glass Cleaner diluted to 1:3 with water in spray bottle
Directions
5. Fold a section of paper towel in half three times, creating an
“applicator” that is eight layers thick.
6. Use one eyedropper to carefully apply 0.5 ml of L.O.C. Plus Glass
Cleaner to the folded edge of the paper towel.
7. Hold the folded paper towel at a 45º angle and gently touch the
wet edge to the mirror. Smoothly rub the surface with six passes
to fully wet the surface.
8. After 5–10 seconds, look at the mirror surface.
Result
The mirror surface treated with L.O.C. Plus Glass Cleaner is sparkling
clean with no streaks or smudges.
92

49. 95
FAQs
Q. What’s the difference between the L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY
and L.O.C. Plus Glass Cleaner?
A. The L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY is a ready-to-use foaming glass cleaner that contains an
anti-fog agent particularly useful for cleaning bathroom mirrors and any other applications where glass fogging
may occur. L.O.C. Plus Glass Cleaner concentrate is an economical choice for cleaning most glass to a streak-
free shine.
The following bolded words are focus words that describe the primary features and benefits of L.O.C.™
Plus Aerosol Glass Cleaner/SEE SPRAY. These sound bites make great ad campaign material!
AEROSOL FOAM – Will not run or drip like liquid sprays.
ANTI-FOG – Revolutionary formula contains anti-fog agent reducing fogging on mirrors, windows
and interior car windows.
POWERFUL – Easily cuts through tough grease, grime and film build-up.
VERSATILE – Safely cleans all glass surfaces, appliances, chrome and porcelain.
SAFE – Contains biodegradable surfactants; contains no chlorofluorocarbons (CFCs).
STREAK-FREE – Leaves glass crystal clear with a streak-free shine.
94
Usages
Spray lightly and wipe dry with a clean, lint-free cloth or paper towel
Uses
Windows, mirrors,
windshields, glass TV and
computer screens (not for
use on plasma screens, LCD
screens, non-glass computer
monitors, tinted windows,
windows coated with plastic
film, or exterior automobile
windows.
TheWorld’sMostMulti-Purpose
CleaningBrand

50. 97
L.O.C.™
Plus Soft
Cleanser/SCRUB BRITE
Product Profile – Helps to keep surfaces clean and bright without
harsh scratching. This powerful, mildly abrasive formula easily
removes soap scum, oily and greasy soils, and hard water
stains and deposits.
Key Selling Messages – Key selling messages convey the most
important selling features of a particular product. They make
great sell copy and should be as prominent as possible,
preferably in the headline.
A little super power from L.O.C. Plus Soft Cleanser/SCRUB BRITE is all you may ever need to remove tough
soap scum and hard water deposits in your home. Its triple action formula scrubs out tough stains, delivering
a scratch-free clean.
Features
Patented formula contains a unique blend of three
high performance ingredients: cleaning surfactants,
a natural citrus solvent and a mild abrasive
Rich, creamy formula
Fresh, appealing citrus scent
Contains biodegradable surfactants
(This statement cannot be used in Europe)
No phosphates
Benefits
Cleans tough soil, greasy dirt, soap scum,
hard water and bathroom soils quickly and
without scratching
Safely and effectively cleans and shines
ceramic, porcelain, stainless steel, laminated
countertops, aluminum, chrome, fiberglass
and glass without scratching
Smells clean and leaves a fresh, lasting scent
Breaks down into carbon dioxide and water
Does not promote algae growth
96
Demo
L.O.C.™ Plus Aerosol Glass Cleaner/SEE SPRAY
Anti-Fog Demonstration
Purpose
To show how L.O.C. Plus Glass Cleaner/SEE SPRAY prevents fogging.
Materials Needed
Two small mirrors – mark one ”L.O.C. Plus Glass Cleaner/
SEE SPRAY” and the other “untreated”
Lint free cloth
L.O.C. Plus Glass Cleaner/SEE SPRAY
Directions
1. Ask a volunteer to breathe on the untreated mirror to show how warm, moist air can steam a glass surface.
2. Apply L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY onto the other mirror. Wipe clean with the
lint-free cloth.
3. Ask the volunteer to breathe on the treated mirror.
Result
The treated mirror will not cloud up, showing how L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY prevents
fogging. Explain that this feature makes it especially suitable not only for bathroom mirrors, but also on
interior automobile windows where visibility is critical.
Image
Available
on Brandnet
Soon.

51. The following bolded words are focus words that describe the primary features and benefits of L.O.C.™ Plus
Soft Cleanser/SCRUB BRITE. These sound bites make great ad campaign material!
EFFECTIVE – Triple combination liquid formula gently and safely cleans tough kitchen and bathroom soils
without scratching or heavy rubbing, leaving no gritty residue.
VERSATILE – Ideal for kitchen sinks, countertops, bathtubs, ceramic tiles, showers, faucets
and bathroom fixtures.
POWERFUL – Contains two cleaning surfactants, a fast acting natural citrus solvent and
a mild abrasive, no scrubbing required.
9998
FAQs
Q. Do I need to let L.O.C.™ Plus Soft Cleanser/SCRUB BRITE soak on tough stains for it to work?
A. Depending on the difficulty of the task, allowing L.O.C. Plus Soft Cleanser/SCRUB BRITE to soak on tough
soils or stains will allow the natural citrus solvent and the surfactants to penetrate and loosen them, making
cleaning easier.
Q. Can I use L.O.C. Plus Soft Cleanser/SCRUB BRITE to clean my glass stove top?
A. Yes; L.O.C. Plus Soft Cleanser/SCRUB BRITE is gentle enough to use on modern, smooth-top cooking
surfaces without harm.
Q. Does L.O.C. Plus Soft Cleanser/SCRUB BRITE contain a coconut oil derivative?
A. Yes, L.O.C. Plus Soft Cleanser/SCRUB BRITE contains a soil lifting surfactant coconut oil.
Usages
Apply L.O.C. Plus Soft Cleanser/SCRUB BRITE directly onto surface
or damp sponge. Scrub surface. Rinse or wipe clean with a damp
sponge or cloth.
Uses
In the bathroom, great on
ceramic tiles, showers, shower
doors, toilets, fixtures, sinks
and bathtubs.
Mild enough to clean
mirror finished stainless steel
cookware without scratching.

52. 101100
Demo #1
L.O.C.™ Plus Soft Cleanser/SCRUB BRITE
Gentleness Demonstration
Purpose
To show the gentleness of L.O.C. Plus Soft Cleanser/SCRUB BRITE by
applying the product onto an easily scratched material. This demo
may be done with L.O.C. Plus Soft Cleanser/SCRUB BRITE alone
or it may be done with our product and a competitive soft cleanser.
Materials Needed
Aluminum foil (any brand)
Small sponges or cloth sections
Soft drying cloth or towel
Warm tap water
L.O.C. Plus Soft Cleanser/SCRUB BRITE
Competitive soft cleanser (optional)
Directions
Set-up/Preparation Time: Approximately 5 minutes
Demonstration Time: Approximately 5 minutes
1. Dispense and tear a 30 cm. x 30 cm. (10” x 10”) section of aluminum foil from its roll.
2. Dampen a small sponge or cloth section with warm water and dispense a small amount of L.O.C. Plus Soft
Cleanser/SCRUB BRITE onto this sponge or cloth.
3. Apply the L.O.C. Plus Soft Cleanser/SCRUB BRITE from the sponge or cloth onto the section of aluminum foil.
Using moderate pressure, rub the cleanser back-and-forth along a straight line on the foil.
4. Rinse the aluminum foil to remove any L.O.C. Plus Soft Cleanser/SCRUB BRITE residue, and then dry the foil
with a soft drying cloth or towel.
5. Lay the aluminum foil section flat on a countertop and evaluate the section scrubbed with product.
6. (Optional) Repeat steps 2–5 using a competitive product. Most competitive “soft” cleansers will leave
severe scratches on aluminum foil.
Result
Even though aluminum foil is easily scratched, L.O.C.™ Plus Soft Cleanser/SCRUB BRITE left little or no visible
scratches on the aluminum foil. The scrubbed section is still shiny!
Demo #2
L.O.C.™ Plus Soft Cleanser/SCRUB BRITE
Gentleness Demonstration
Purpose
To demonstrate how L.O.C. Plus Soft Cleanser/SCRUB BRITE gently and effectively removes soap scum,
hard water films and food and beverage stains without scratching.
Materials Needed
L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America only
A competitive “soft” cleanser such as Soft Scrub* (North America only)
A volunteer
Directions
1. Place 2–3 drops of L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North America
only on the end of the volunteer’s right index finger.
2. Place 2–3 drops of Soft Scrub* on the end of the volunteer’s left index finger.
3. Ask the volunteer to simultaneously rub each product between the thumb and index finger
using a circular motion.
4. Ask the volunteer if she/he notices a difference between the abrasiveness of the two products.
Ask which product feels smoother.
Result
The difference will be clear. The volunteer will say the L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach)
– available in North America only – feels milder to the touch, demonstrating that it will be gentler on the surfaces
it was designed to clean than the competition.
NOTE: Ask the volunteer to wash hands thoroughly with soap and water after the demonstration.
*Trademark: Soft Scrub (The Clorox Co., Oakland, CA, USA)
Image
Available
on Brandnet
Soon.

53. 103102
L.O.C.™
Plus Metal Cleaner
Product Profile – Combining chemical action with abrasive
action, L.O.C. Plus Metal Cleaner safely and effectively removes
tarnish and heat burns from un-lacquered copper, solid brass, and
stainless steel cookware.
Key Selling Messages – Key selling messages convey the most
important selling features of a particular product. They make great
sell copy and should be as prominent as possible, preferably in
the headline.
Attack deep tarnish and heat stains with the muscle of L.O.C.
Plus Metal Cleaner. Our aggressive abrasive formula rejuvenates
cookware and metal items returning them to their original sparkling
glory, no hard scrubbing required.
Features
Dual cleaning formula, using a chemical
and abrasive action formula
Non-caustic
Economical squeeze tube design
Benefits
Removes blue heat burns and tarnish from
un-lacquered metal surfaces; leaves a lasting
brilliance that restores many of your favourite
metal items
Gentle to hands
Allows application without spilling

54. 105104
The following bolded words are focus words that describe L.O.C.™ Plus Metal Cleaner’s primary features and
benefits. These sound bites make great ad campaign material!
POWERFUL – Dual cleaning action formula (abrasive and chemical action) removes heat burns and tarnish
from pots and pans.
CONTROL – Spill-free paste formula clings to surfaces without running, allowing you target specific
cleaning areas.
NO RESIDUE – Non-caustic formula leaves surfaces squeaky clean, no residue allowed!
FAQs
Q. What is the difference between L.O.C.™ Plus Soft Cleanser/SCRUB BRITE and L.O.C. Plus Metal Cleaner?
Do I need both?
A. L.O.C. Plus Metal Cleaner contains a much more aggressive abrasive than L.O.C. Plus Soft Cleanser/
SCRUB BRITE (without bleach) – available in North America only. While L.O.C. Plus Metal Cleaner is great for
tough deposits on pots and pans, L.O.C. Plus Soft Cleanser/SCRUB BRITE (without bleach) – available in North
America only – is gentle enough to use on a wide variety of surfaces throughout the home.
Q. Does L.O.C. Plus Metal Cleaner need to soak on tough spots first?
A. No. Apply L.O.C. Plus Metal Cleaner according to the use instructions for best results.
Q. Can L.O.C. Plus Metal Cleaner be used to prevent stains?
A. No. L.O.C. Plus Metal Cleaner is not designed to prevent stains from occurring.
Usages
Apply with soft sponge or cloth and rub gently. Rinse with warm
water. While wet, wipe dry and polish with soft cloth.
Uses
Easy-to-use paste for stainless
steel pots and pans, utensils,
and tableware (CAUTION:
not recommended for large
stainless steel surfaces
[refrigerator doors,
countertops, etc.] or
mirrored surfaces)

55. Demo #1
L.O.C.™ Plus Metal Cleaner
Tarnish Removal Demonstration
Purpose
To show how easy L.O.C. Plus Metal Cleaner is to use and how
effectively it removes tarnish.
Materials Needed
Tarnished copper coin (example: a U.S. penny)
Clean cloth
L.O.C. Plus Metal Cleaner
Directions
1. Squeeze a small amount of L.O.C. Plus Metal Cleaner onto
each side of the coin.
2. Rub coin with your fingers for a moment.
3. Polish coin with cloth and rinse fingers with water to remove
any residue.
Result
The coin shines like new, which is just how cookware will look after
using L.O.C. Plus Metal Cleaner.
CAUTION
Because L.O.C. Plus Metal Cleaner contains an abrasive agent to help remove tarnish and
corrosion, the product is not recommended for use on “mirror finish” copper, brass, or
stainless steel (including the shiny portions of cookware). Additional surfaces on which it is not
recommended are aluminum, stainless steel appliances, highly polished silver, bronze, copper
and brass, lacquered finished metals, or any non-metal surfaces.
107106
L.O.C.™
Towelettes/Mini-Wipes
Product Profile – The convenience of the world’s most versatile
cleaner in convenient, portable pouches filled with towelettes
that can be used anywhere!
Key Selling Messages – Key selling messages convey the most
important selling features of a particular product. They make great
sell copy and should be as prominent as possible, preferably in
the headline.
Bring the trusted clean of L.O.C. Multi-Purpose Cleaner with you
wherever you go with convenient towelettes; always as safe as
water on any washable surface.
Features
Compact, resealable package
Safe for cleaning any surface that water will
not damage
Each towelette treated with a diluted L.O.C.
Multi-Purpuse Cleaner solution
Acceptable for use on food contact surfaces
in the home
Low skin-irritation potential; dermatologically tested
Dries quickly; does not need rinsing
Contains effective cleaning agents
Fresh fragrance
Cottony-soft fabric; strong; resists tearing
Benefits
Convenient and portable
Can be used to clean just about everything
Performance equal to L.O.C. Multi-Purpuse Cleaner
at the standard bucket dilution
Safe for use on food contact areas such as dining
tables and kitchen counters
Great for hand cleaning
Convenient, one-step cleaning
Cleaning power in every towelette
You will love the fresh scent
Soft and long-lasting

56. The following bolded words are focus words that describe the primary features and benefits
of L.O.C.™ Towelettes/Mini-Wipes. These sound bites make great campaign material!
VERSATILE – If water won’t hurt it, it’s safe to clean it with L.O.C. Towelettes/Mini-Wipes.
CONVENIENT – Your favorite cleaner goes anywhere you go!
EFFECTIVE – Works like diluted L.O.C. Multi-Purpose Cleaner on a variety of cleaning tasks.
SAFE – Gentle on your hands and the most sensitive washable surfaces.
109108
L.O.C.™
Plus Wipes
Product Profile – Combine L.O.C. Plus Wipes with any of three
L.O.C. Plus cleaning concentrates – Kitchen, Bath or Glass – for a
customized clean that is quick, effective, convenient, and streak-free.
Key Selling Messages – Key selling messages convey the most
important selling features of a particular product. They make great
sell copy and should be as prominent as possible, preferably in
the headline.
Combine L.O.C. Plus Wipes with any of three L.O.C. Plus cleaning
concentrates – Kitchen, Bath, or Glass – for a customized clean that
is quick, effective, convenient, and streak-free. There’s no quicker
way to get the upper hand on dirt.
FAQs
Q. Do L.O.C. Towelettes/Mini-Wipes kill germs?
A. No. L.O.C. Towelettes/Mini-Wipes are not a biocidal product, so they do not kill germs. However,
washing hands is an excellent way to reduce the risk of spreading germs. L.O.C. Towelettes/Mini-
Wipes provide a convenient way to clean your hands when soap and water are not available.
Usages
For cleaning all washable surfaces:
Rub/wipe soil or stain with towelette. No rinsing necessary.
For cleaning hands:
Rub hands thoroughly with towelette. Let hands air dry.
For cleaning stains on colourfast fabrics:
Blot soil or stain with towelette and let dry.
Uses
On-the-go cleaning for all
washable surfaces.
Hand cleaning
Stain removal on
colourfast fabrics
Features
L.O.C. Plus Wipes use the performance proven
formulas featured in L.O.C. Plus products
Ideal for use with L.O.C. Plus Glass Cleaner,
L.O.C. Plus Bathroom Cleaner, or L.O.C. Plus
Kitchen Cleaner
Concentrated formulas mix with water to saturate
the dry wipes with easy-to-follow directions printed
right on the canisters
Rechargeable wipes
Comes with four translucent canisters, four dry
rolls of wipes (40 sheets apiece), and a dozen
canister labels
Benefits
Guaranteed to make cleaning the house the
easiest homework you’ve ever had
Customize according to your cleaning needs
Quick and easy to prepare your customized formula
Unlike the competition, in the unlikely event that the
wipes dry out, just add more water and cleaner so
you never waste or lose product
Incredible value for the money

57. The following bolded words are focus words, which describe L.O.C.™ Plus Wipes features and benefits. These
sound bites make great campaign material!
CUSTOMIZABLE – You choose which L.O.C. Plus product with which to infuse the wipes.
VERSATILE – Custom formulas and convenient canister make it easy to take clean wherever you need it!
EFFECTIVE – L.O.C. Plus formulas ensure that you always get the proven performance you’ve come
to rely on.
NO WASTE – Rechargeable wipes ensure you’ll never have to throw out dried-up towelettes.
111110
FAQs
Q. How long will the wipes last without drying up?
A. Storage conditions will cause varying results. In normal storage
conditions (room temperature, in-home storage), the product will
last up to a year, but we recommend use within six months.
Q. If my wipes dry up, how do I recharge them?
A. Knowing how much product/water to add is dependent on
how many wipes are still left in the canister. In this situation, we
recommend mixing product and water in a measuring cup. Do not
remove wipes to recharge. Simply consult the chart included with
the product for specific recharge guidelines.
Q. How are the L.O.C.™ Plus Wipes different from the
L.O.C. Towelettes/Mini-Wipes?
A. L.O.C. Plus Wipes are more job specific than L.O.C.
Towelettes/Mini-Wipes. They were designed to be a convenient
way to provide your favorite L.O.C. Plus formulas in a ready-to-use
form for quick touch-ups around the home.
Q. Will different dilution rates affect the performance
of the product?
A. Yes. If too much of the product concentrate is added,
streaking may occur. If too little of the product is added,
cleaning performance will be reduced.
Usages
Wipe away dirt and grime with easy to use towelettes
Uses
Follow guidelines for each
specific formula used

58. 113112
Demo #2
L.O.C.™ Plus Wipes – Glass Cleaner
Demonstration: No Streaking
Purpose
To show the streak-free cleaning performance of L.O.C. Plus Wipes
treated with diluted L.O.C. Plus Glass Cleaner.
Materials Needed
Wooden tongue depressor
Cigarette lighter
Glass mirror (4” x 6”, 10 cm. x 15 cm.)
L.O.C. Plus Wipes treated with diluted L.O.C. Plus Glass Cleaner
Small glass of water
Directions
Approximate set-up/preparation time: 5 minutes
Approximate demonstration time: 5 minutes
1. Use the cigarette lighter to carefully set the tip of the tongue depressor on fire.
2. Hold the glass mirror face down at a 45° angle over the burning tongue depressor. By holding the flame
close to the glass, soot will quickly accumulate on the mirror.
3. Extinguish the tongue depressor in the glass of water. Place the soiled mirror face up on a flat surface. With
a single L.O.C. Plus Wipe treated with Glass Cleaner solution, wipe half of the sooty glass in one motion to
remove the soil.
Result
The half of the soiled mirror wiped with the L.O.C. Plus Wipe is completely clean with no streaky residue.
Just one treated wipe removed this heavy, greasy soil from the mirror section.
Demo #1
L.O.C.™ Plus Wipes – Kitchen Cleaner
Demonstration: Kiss Grease Goodbye
Purpose
Illustrate the excellent grease cutting power of L.O.C. Plus
Kitchen Cleaner.
Materials Needed
Vegetable shortening
Chili powder or paprika
Wooden tongue depressor
Small paper cup
White plastic laminate (eggshell texture – samples often available at home improvement stores)
L.O.C. Plus Wipes treated with diluted L.O.C. Plus Kitchen Cleaner
Directions
Approximate set-up/preparation time: 5 minutes
Approximate demonstration time: 5 minutes
1. Use the tongue depressor to scoop some shortening into the paper cup.
2. Pour a generous amount of chili powder or paprika into the shortening and mix thoroughly. This provides
colour to the shortening to make the soil more visible.
3. Use your finger to smear an even stripe of the coloured shortening across the laminate surface.
4. With a single L.O.C. Plus Wipe treated with Kitchen Cleaner solution, wipe half of the shortening stripe
in one motion to remove the soil.
Result
The half of the shortening stripe wiped with the L.O.C. Plus Wipe is completely clean with no streaky residue!
Just one treated wipe removed this heavy, greasy soil from the countertop surface.
Image
Available
on Brandnet
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Image
Available
on Brandnet
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59. Brand Support
115114
L.O.C.™
Brand History
Amway’s business was founded on the fact that everyone needs
to keep things clean, and everyone could use some help with
that. Amway’s very first product was FRISK liquid organic
concentrate, a cleaning solution with literally hundreds of
uses around the home. FRISK was one of the world’s first
biodegradable, concentrated multi-purpose cleaners. Its name
was changed not long afterwards to reflect the product’s features,
and a worldwide brand was born: L.O.C.
1959
L.O.C. Liquid Organic Concentrate (formerly FRISK) is launched
as Amway’s first product.
It can be said that the history of Amway began with L.O.C.
because it was the very first product the company ever launched. In fact, it was a product of many “firsts.”
L.O.C. originally stood for Liquid Organic Concentrate because it was one of the first readily biodegradable
multi-purpose cleaners available and also because it was one of the first highly concentrated products on the
1959
L.O.C. original
Multi-purpose Cleaner
introduced as “Liquid
Organic Concentrate”
1960
AMWAY™ Copper Cleaner launches
L.O.C.™
Products Timeline
L.O.C.™ Brand History .............115
Graphic Timeline ............. 115–120
Science Behind the Brand ..........122
L.O.C. Brand
Patent Information ................. 127
Global Research
and Development .................. 128
The Future of L.O.C.
and L.O.C. Plus Products ...........131
Fun Facts ...............................132
Frequently Asked Questions .......133
A Primer on Branding ...............136
Here is a timeline for the launch of the original products that were later reformulated or repositioned to become the L.O.C. product line.

60. 117116
1960 – 1969
L.O.C.™ Liquid Organic Cleaning Concentrate
launched in Canada.
In 1961, “L.O.C.” was registered as the official trademark for
the product – primarily because that’s how most people referred
to it. Later that year, L.O.C. With Suds formula was introduced,
primarily to satisfy the consumer’s need to “see” suds in tasks such
as dishwashing.
In 1963, L.O.C. Liquid Organic Cleaning Concentrate was
featured in two national U.S. publications, Newsweek and the
Science News Letter.
In 1964, L.O.C. Concentrate was named “Product of the Year” by
the Grand Rapids, Michigan (USA) Chamber of Commerce.
In 1965, U.S. newscaster Paul Harvey, who was carried on more
than 300 radio stations nationwide, became a spokesperson for
AMWAY™ products, including L.O.C. Concentrate.
market. The concept of making “a little bit go a long way” was relatively new, but quickly caught on because
people could see that it saved money and created less waste.
L.O.C.™ Multi-Purpose Cleaner was also remarkable because it was one of the very first cleaning products that
contained no phosphates. This was at a time when people were just beginning to learn about the harmful effects
of water pollution on the environment.
Introduced as a versatile, multi-purpose “big job” cleaner that could tackle a broad range of household cleaning
tasks, L.O.C. Multi-Purpose Cleaner could be used on ”anything water can’t hurt,” from walls, floors, and
windows, to laundry stains, appliances, and patent leather! In fact, it was so versatile, that its formula has
remained virtually unchanged.
From the start, L.O.C. Multi-Purpose Cleaner reflected the commitment to quality that is the hallmark of
AMWAY™ products. A trusted name in concentrated household cleaners since 1959, L.O.C. has evolved
today into an umbrella brand that encompasses a wide range of powerfully effective household cleaners.
With their long heritage of performance and strength, these task-specific, convenient products tackle the
toughest household cleaning challenges. No other brand has such an outstanding reputation for
consistent, reliable performance.
Note: The name of the original L.O.C. product was changed to L.O.C. Multi-Purpose Cleaner when it replaced the Regular and High Suds
formulas in 2000.
1961
L.O.C. with Suds
introduced; original
formula becomes
L.O.C. Regular
1964
SEE SPRAY™
Aerosol launches
1968
Formula for L.O.C. with Suds is improved
and name changes to L.O.C. High Suds
1969
ZOOM™
Concentrate launches
AMWAY Copper
Cleaner name
changes to
AMWAY
Metal Cleaner

61. 119118
L.O.C.™ Cleaner’s “square quart” bottle was replaced
with a new “square 1 litre” bottle to reflect growing
popularity around the world.
In 1996, the Super Concentrated Cleaning System
was introduced with an innovative sprayer system that
automatically diluted the products.
2000 – 2005
L.O.C. products launched in Croatia and Singapore.
In 2000, the two L.O.C. products, Regular and High Suds, were reformulated into one high performance
product: L.O.C. Mutli-Purpose Cleaner, the most versatile cleaning product in the world!
In 2001, Amway/Quixtar introduced the L.O.C. Plus products, each with their own specific formulas with
features and benefits to satisfy an entire range of household cleaning needs. This complete line of L.O.C. and
L.O.C. Plus products can be trusted to provide the same level of dependability, quality, and superb performance
that consumers worldwide have come to expect from this well known name.
L.O.C. Plus Bathroom Cleaner – a highly effective formula was created specifically for tough bathroom jobs
including soap scum, hard water stains, and lime scale deposits.
In 1968, a new high suds formula was introduced to cut through grease faster than ever.
The two products were then known as L.O.C.™ Regular and L.O.C. High Suds.
1970 – 1979
L.O.C. Cleaner launched in Australia, UK, Hong Kong, Germany, Malaysia, France,
Netherlands, and Japan.
L.O.C. Square bottle was introduced.
1980 – 1989
L.O.C. Cleaner launched in Switzerland, Taiwan, Belgium, Austria, Panama, Italy, New
Zealand, Spain, Thailand, and Guatemala.
1990 – 1999
L.O.C. Cleaner launched in Mexico, Korea, Hungary, Brazil, Macau, Portugal,
Indonesia, Poland, Argentina, Brunei, Czech Republic, Turkey, Slovakia, El Salvador,
Honduras, Chile, China, Slovenia, Uruguay, Costa Rica, Greece, Colombia, Philippines,
South Africa, Romania, Dominican Republic, India, Venezuela, Haiti, Denmark, Finland,
Norway, and Sweden.
1974
SEE SPRAY™
Concentrate
launches
1991
SCRUB BRITE™
Soft Cleanser launches
1998
L.O.C. Towelettes/
Mini-Wipes
launches
2000
L.O.C. Plus concentrated
line launches –
L.O.C. Plus Kitchen Cleaner
L.O.C. Plus Bathroom Cleaner
L.O.C. Plus Daily Shower Cleaner
L.O.C. Plus Glass Cleaner

62. 121120
2003
Ready-to-use “Blue Label”
launches including
L.O.C. Plus Metal Cleaner,
L.O.C. Plus Soft
Cleanser/SCRUB BRITE
L.O.C. Plus Aerosol Glass
Cleaner/SEE SPRAY
2004
L.O.C.
Plus Wipes
L.O.C.™ Plus Daily Shower Cleaner – This product was formulated to leave shower surfaces sanitary
and fresh smelling better than ever without wiping or scrubbing.
L.O.C. Plus Glass Cleaner – a reformulated version of SEE SPRAY™ Liquid to cut through built-up grease,
dirt, smoke film, and more.
L.O.C. Plus Kitchen Cleaner – a reformulated version of ZOOM™ Concentrate to quickly cut through
and remove the toughest grease and grime and leave a streak-free shine.
In 2003, the “blue label” L.O.C. Products launch:
L.O.C. Plus Metal Cleaner – This non-caustic formula safely and effectively removes heat burns and tarnish
on copper, brass and stainless steel.
L.O.C. Plus Soft Cleanser/SCRUB BRITE – This gentle cleanser safely cleans all kitchen and bathroom
surfaces without scratching.
L.O.C. Plus Aerosol Glass Cleaner/SEE SPRAY – This is the world’s first foaming anti-fog glass cleaner.
In 2004, convenient, easy-to-use L.O.C Plus Wipes launch.
In 2005, the L.O.C. Plus products launch in China.

63. 123122
Science Behind the Brand
The key to effective cleaning starts with understanding different soils and what they’re made of. Acid or alkaline?
Water-soluble or not? By finding answers to these and other questions, we can find ways to eliminate such soils.
The L.O.C.™ Brand is based on decades of experience and state-of-the-art research. The result is a range of
products consumers can use with confidence, products that meet household needs and deliver results, time
after time.
Understanding stains has allowed L.O.C. scientists to create a range of products for specific cleaning tasks.
What makes a cleaner?
To understand the chemistry of cleaning, we need to understand the three main types of ingredients used in
household cleaners.
1) Surfactants – chemical movers
Surfactants are cleaning compounds that loosen stains from the surface of the item being cleaned. Surfactants
release stains from the surface and hold them in the cleaning solution so they can be rinsed or wiped away.
2) Builders – neutralizing stains
Builders are ingredients that help surfactants to work by reacting with certain kinds of stains.
There are two types of builders that deal with stains of different kinds:
Acidic builders tackle acid-type stains. They are particularly useful in the kitchen for dealing with
fats and oils, that are acidic.
Alkaline builders are used to tackle alkaline-based stains, such as hard water deposits.
Not all cleaners can be formulated with builders, as they can be harmful to some sensitive surfaces.
They can also cause skin irritation after prolonged use.
3) Solvents – penetrating power for stubborn chores
Solvents are liquids that can dissolve certain materials, just as water dissolves salt. Some cleaning products
contain solvents because of their ability to penetrate and remove stubborn residues. Due to their penetrating
power, cleaners that contain solvents are not always suitable for use on some surfaces.
The following chart shows which L.O.C.™ and L.O.C. Plus Products contain solvents and surfactants
and acid or alkaline builders:
PRODUCT: SURFACTANTS
BUILDERS
(ACIDIC)
BUILDERS
(BASIC/ALKALINE)
SOLVENTS
PRODUCT:
L.O.C. Plus Soft
Cleanser/SCRUB BRITE
L.O.C. Plus
Metal Cleaner
SOFT, ABRASIVES
Yes, (calcium carbonate
– Mohs hardness = 3)
None
HARD ABRASIVES
None
Yes, (Silica – Mohs
hardness = 7)
CONTRIBUTION FROM
SURFACTANTS &
SOLVENTS
High
Low
X
X
X
X
X
X
X
X X
X
X X
X X
X X X
L.O.C. Multi-
Purpose Cleaner
L.O.C. Plus
Kitchen Cleaner
L.O.C. Plus
Bathroom Cleaner
L.O.C. Plus
Glass Cleaner
L.O.C. Plus
Aerosol Glass
Cleaner/SEE SPRAY
L.O.C. Daily
Shower Cleaner
L.O.C.
Towelettes/
Mini-Wipes
X

64. 125124
Bob Faber
Creative Force Behind L.O.C.™ Cleaning Power
Bob Faber joined Amway in 1981, and since then he has helped
the company develop more than 50 consumer product formulas,
receiving 11 U.S. patents. He also received the company’s coveted
annual R & D Creativity Award in 1995 and was a finalist three times
before that.
L.O.C. is a brand Bob knows, quite literally, inside and out.
Commenting on the original product – with its trade secret formula
– Bob says there are two things that make it unique:
“One, its versatility. The formulation of L.O.C. Multi-Purpose Cleaner allows it to clean anything water won’t
hurt. It can be used to effectively clean anything from all types of washable hard surfaces to delicate fabrics.
No other product does so many things as well as L.O.C.
Two, its concentration. Most other multi-purpose cleaners can be diluted up to 1:65; L.O.C. Multi-Purpose
Cleaner has always been effective in hard surface cleaning at a 1:130 dilution.
Bob feels that while the L.O.C. Multi-Purpose Cleaner represents “the most versatile product in our hard surface
cleaning line,” the L.O.C. Plus products carry on that tradition. “This family of specialty task cleaners is really a
response to modern cleaning challenges,” he explains. “They provide very task specific cleaning performance
on certain challenges that consumers face today. Formulated with the heritage of the original L.O.C. Multi-
Purpose Cleaner, these products share many of those same attributes that our customers have come to know and
love. With their targeted performance to specific cleaning tasks in the home, they have become indispensable
additions to our total product line.”
Bob says the most rewarding part of his job “is the sense of accomplishment that comes with the introduction of
another high quality product, knowing there are consumers around the world who will benefit from it. Touching
people with one’s creative efforts is eminently satisfying.”
THE SPECIALISTS
For more than four decades, the
L.O.C.™ Brand and its team of
scientists have prided themselves
on bringing you extraordinary
products you can trust.
Home Care research scientists
have developed specially-
formulated products to target
certain stains, from the kitchen
to the bathroom.
“The L.O.C.
Brand really
represents the
very best of our
hard surface
cleaning line.”

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L.O.C.™
Brand Patent Information
The following L.O.C. and L.O.C. Plus Products have been awarded U.S. patents:
L.O.C. Plus Kitchen Cleaner – U.S. Pat. No. 6,387,871 B1 and U.S. Pat. No. 6,489,285 B2.
These two patents are very similar; No. 6,387,871 B1 covers the core formula with an anionic/nonionic
surfactant blend while No. 6,489,285 B2 covers the Germany/U.K. formula with a cationic/nonionic
surfactant blend.
Both patents describe a dilutable, non-rinse hard surface cleaner that includes I) a) a combination of a specific
nonionic surfactant and a cationic surfactant or b) a combination of a specific nonionic surfactant and an
anionic surfactant, along with II) water soluble glycol ethers, III) builders, IV) orange oil, and V) water.
L.O.C. Plus Bathroom Cleaner – U.S. Pat No. 5,925,606.
This patent describes a liquid cleaning composition containing a carboxylic acid, surfactant, and organic
solvent. The composition is particularly effective at removing soap scum, limescale and hard water spots
from tubs, tile and showers.
L.O.C. Plus Daily Shower Cleaner – U.S. Pat No. 6,350,727.
This patent describes an aqueous no-scrub, no-wipe cleaning composition containing a) a partial salt of EDTA
and a water-soluble amine, b) an alkylpolyglycoside surfactant, c) an alkyl ether carboxylate surfactant, and d)
an ethoxylated alcohol surfactant. A method of cleaning soiled surfaces is disclosed that provides surfaces that
are substantially streak-free.
L.O.C. Plus Scrub Cleanser/SCRUB BRITE – U.S. Pat. No. 5,281,354.
This patent describes a liquid, hard surface cleanser comprising a terpene solvent (orange oil), a water miscible
solvent, an amide surfactant, and (optionally) a water insoluble abrasive agent.

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Global Research and Development
Investment in quality is the core of the L.O.C.™ Brand. Our dedicated teams use advanced scientific techniques
to develop and improve L.O.C. and L.O.C. Plus products, which are made in integrated manufacturing and
packaging facilities. From start to finish, L.O.C. and L.O.C. Plus products are in the hands of experts, not
outside vendors, giving you the confidence of unrivalled quality control and attention to customers’ needs.
It’s this attention to detail that enables L.O.C. and L.O.C. Plus products to deliver extraordinary results.
Under the global L.O.C. Brand, these products have been formulated and tested to perform at optimal levels
under local conditions, such as different water types, cleaning conditions, and climates. The latest trends
are studied, new formulations are researched, and even break-through packaging designs are tested so that
consumers can be confident that our products meet their needs. Innovation and advanced technologies are the
keys to the superior performance. In a development and manufacturing facility measuring a mile (1.6km) long,
a team of scientists and technicians work to continuously improve L.O.C. branded products and develop new
ones that meet proven customer needs around the world. In control at every stage, they even tailor products to
meet specific regulations or customer preferences in different markets.
Our R&D facilities include:
103 research and development laboratories worldwide:
38 labs at World Headquarters, Ada, Michigan, USA
65 labs worldwide
Over 400 scientists, engineers and technical staff—including
22 who hold Ph.D. degrees from leading universities around the world
Product Development Team
Researches new technologies and investigates new and unique ways to use
existing technologies for L.O.C. products:
Serves more than 50 countries
Evaluates competitive products
Develops demonstrations for L.O.C. products
Develops and supports product claims
Quality Assurance/Analytical Services Team
Tests L.O.C.™ and L.O.C. Plus products to assure they conform
to our highest standards:
Develops new methods for more efficient testing
Evaluates product shelf life
Evaluates competitive products to help guide future L.O.C.
product development
Technical Regulatory Support Team
Evaluates L.O.C. products to make sure they conform to technical
regulations in a wide range of areas:
Product formulas
Product packaging
Product safety
Product registration
Product labeling
This is done for every market where L.O.C. and L.O.C.
Plus products are sold.
Project Management Team
Coordinates activities between different groups involved in product
development to assure:
Products meet all essential criteria
Products are delivered on time
Products are developed in the most cost-effective manner possible
TheL.O.Cbrandisthe
world’smostmulti-purposebrand
ofhouseholdcleaners.

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Manufacturing
After formulation and testing, just as much care goes into manufacturing. The L.O.C.™ team works to the highest
quality standards in the industry, ensuring every bottle is as safe and effective as it can be. The manufacturing
plant has the capacity to handle more than 1 million litres of liquid products and ingredients at any time. The
L.O.C. Brand’s dedicated staff uses state-of-the-art equipment, connecting research and development with the
manufacturing process to ensure premium quality.
Packaging and Distribution
Because the production facility that makes L.O.C. bottles is connected to the manufacturing plant that fills them,
the facility can be amazingly flexible and efficient in responding to market needs. The packaged, quality-tested
products then enter the distribution and delivery network, that is dedicated to bringing you the products you
need, when you need them. It’s just another example of the start-to-finish commitment to quality that’s at the
heart of all Amway/Quixtar brands.
The Future of L.O.C.™ and L.O.C. Plus Products
Continuous improvement is always the focus of ongoing research on these outstanding
products as our scientists:
Investigate new technologies that can reduce the effort needed to clean hard surfaces.
Frequently review the cleaning challenges of new household surface materials.
Identify new task-specific cleaner concepts that broaden the capabilities of the L.O.C. Plus line.
Develop new formulas that make cleaning more convenient.
Identify cleaning devices that complement or enhance the use of our cleaning products.
Maintain the heritage of L.O.C. Multi-Purpose Cleaner while keeping it viable in the 21st century.
Further enhance the environmental attributes of all of our hard surface cleaners with revisions to
products and packages.

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Fun Facts
L.O.C.™ Multi-Purpose Cleaner* Product Sales 1990 - 2005
Between 1990 and 2005, enough L.O.C. Multi-Purpose Cleaner* was sold to provide over
2 litres of cleaning solution for every person alive on the earth today!
If we stacked up all the wash buckets that held all the L.O.C. Multi-Purpose Cleaner* sold in the
past 15 years, the stack would easily extend to the moon!
In the early 60s, L.O.C. Multi-Purpose Cleaner was mixed by hand in 40 gallon vats and stirred
with a wooden oar. By 1994, Amway™ was mixing up to 450,000 pounds of liquid products
in one 8-hour shift!
Every year, 10 million litres of L.O.C. Multi-Purpose Cleaner are sold. That’s almost 20 bottles
every minute of every day!
*Refers to Multi-Purpose Cleaner, Regular, High Suds, and Superconcentrate only.
Frequently Asked Questions
ON BRAND EXTENSION
Q: What is a brand extension?
A: Brand extensions leverage and integrate the strengths inherent within a brand to an identified market need.
Strategically speaking, a group of products is greater than the sum of its parts – in other words, the L.O.C.™
Plus products are stronger under the L.O.C. brand than they would be on their own.
Q: Why did Amway/Quixtar extend the L.O.C. brand?
A: To increase the overall value and strength of the L.O.C. brand. Brand extension strategy offers a number of
advantages. A well-regarded brand name, such as L.O.C., gives other products instant recognition and earlier
acceptance. It enables the company to enter new-product categories more easily, and saves considerable
advertising costs that would normally be required to familiarize consumers with a new brand name. After
more than 40 years in the marketplace, the L.O.C. brand has come to mean many things to consumers – trust,
effectiveness, convenience, etc. – which will be automatically attributed to any new cleaning product that
comes under the L.O.C. umbrella, and rightly so.
Q: Why does L. O. C. have so many products under one brand?
A: The L.O.C. brand has had incomparable success and has earned a worldwide reputation for effectiveness.
The L.O.C. name is our best asset when it comes to household cleaners. It carries with it a remarkable heritage
that should be capitalized upon. The fact that it now offers so many household cleaning products will only
enhance its reputation as people come to experience the quality and reliability of the complete product line.
‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05
$60000
$50000
$40000
$30000
$20000
$10000
0
L.O.C. World Wide Revenue in US$ (000)
$80000
$70000

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Q: Doesn’t the original L.O.C.™ product lose some credibility as a “multi-purpose” cleaner if we now have
specific products for different tasks or rooms, such as shower and kitchen cleaners?
A: Not at all. The fact that L.O.C. Multi-purpose Cleaner is still the leader in the L.O.C. product line bears
testimony to its effectiveness. But consumer research and market trends have shown us that the buying habits
of those who purchase cleaning products have changed. They are more time-conscious than ever and want
products that are convenient and efficient. Also, there are many more types of surfaces around the house than
ever before, and people often prefer specific cleaners for specific tasks. For example, some surfaces are very
tough, while others are so fragile that some cleaners could cause damage very easily. It is because there is
such a variety of cleaning needs that L.O.C. has grown well beyond just one type of product. The L.O.C. Plus
products give consumers the power to tackle the cleaning challenges found throughout their home, from the
kitchen to the bathroom.
Q: What is the goal of extending the L.O.C. product line?
A: The goal of extending the L.O.C. product line is to add value to the L.O.C. Brand at the highest level,
keeping current customers happy, and providing more choices and benefits to future customers. Other goals
include increasing market share and continually building brand equity.
ON TODAY’S L.O.C. BRAND
Q: Why should someone buy L.O.C. and L.O.C. Plus products?
A: L.O.C. and L.O.C. Plus products are formulated with very high quality ingredients and backed by years of
scientific research and quality control. The complete line of L.O.C. and L.O.C. Plus products offers a trusted,
reliable name that has withstood the test of time. They tackle task-specific jobs throughout the entire house and
deliver effective, efficient performance – without having to clean twice.
L.O.C. and L.O.C. Plus products also undergo continuous testing to ensure users of ongoing premium
performance. Because L.O.C. and L.O.C. Plus products are concentrated, they last a lot longer than
most off-the-shelf products, offering consumers a good value as well as outstanding results – every time.
Q: Why are L.O.C.™ and L.O.C. Plus products premium-priced?
A: Sales profits are shared with IBOs, so part of the cost is returned. With their high quality ingredients,
task-specific formulas, and money-back guarantees, L.O.C. and L.O.C. Plus products go above and beyond
off-the-shelf brands to provide customers true value for their money. In addition, many L.O.C. products are
concentrated formulas, so users don’t need as much product as they do with other brands.
Q: What makes the L.O.C. and L.O.C. Plus products different from other branded products on the market?
A: Unlike most other cleaning products, which are sold individually, the L.O.C. Brand offers a complete line of
cleaning products all under one trusted, reliable name that has consistently proven to be effective, efficient and
a good value. Each product has been formulated for task-specific jobs throughout the house and can be trusted
to provide the same level of dependability and quality consumers have come to know from the brand namesake.

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A Primer on Branding
Brands form the foundation of consumer marketing. As the world of communications has become more intense,
more fractured and more cluttered, brands stand out as beacons to the consumer. They help simplify decisions
and drive purchase behavior.
Brands are also an important asset on any company’s balance sheet. A strong brand can justify higher prices,
create loyal customers, and develop value in and of itself. That’s good business for everyone associated with
the brand.
Brands are important to the consumer and important to the distribution channel. Let’s start with the history
and then move to the impact of brands to understand how they influence consumer behaviour.
The History of the Brand
If you had been standing on the dock hundreds of years ago, greeting trading ships as they arrived, you would
have seen cargo that included staples such as wines, oils, dried fruits and spices. Most of these items were
packaged in large wooden crates that simply identified the producer.
Strolling into the local trading post or general store, you would have seen these same staples packaged in
large wooden barrels or glass jars. Your purchases would have been wrapped in plain brown paper with
no reference whatsoever to the store from which you purchased them, or the producer who made them. The
products were totally homogenous and utterly unidentifiable. But it really didn’t matter because you didn’t have
a choice about which flour or sugar or salt to buy. You simply purchased what was available.
As product availability increased, and competition became more prevalent, the marketing approach changed
too. Every new entrant positioned itself as “the best.” The best soap, the best yeast, the best yarn. How was a
consumer to evaluate a soap manufacturer, for example, and know that they wanted to buy a particular product
again? Especially when they couldn’t tell who made what? Manufacturers started to put their name on the
products, and those names began to stand for a promise of satisfaction or quality that a consumer could
rely on.
It took until the 1920s, however, for the combination of branded products and large stores to substantially
impact consumer behaviour. This confluence of brand and choice came together via the automobile, which
increased the consumer’s access and range of travel. As choice and access became more popular, the word
“brand” took on ever-increasing meaning.
Once the idea of brand took hold, it grew rapidly. In the last 100 years, brands have grown from being
non-existent to being the driving force of marketing. Billions are spent every year to create and promote
brand name products.
What’s in a brand?
The physical, or visible, part of a brand is the easiest part to understand. At its most basic, a brand consists
of three components:
1. A brand starts with an identifiable name in a specific typeface that consumers associate with
a product or service.
2. A brand usually includes a symbol or mark of some sort. This visual image becomes synonymous with the
brand name in consumer’s minds, and therefore has great power for communication.
3. A brand may also include a tagline or phrase that becomes, by repetition, attached to the brand name.
All three of these components together create the visible, physical communication of a brand.
What does a brand do for a consumer?
It would be very easy to assume that brands only work in favor of the company that produces them. But in truth,
brands do just as much for the consumer as they do for the manufacturer.
Consumers make product choices every day. Quality impacts each of these decisions, although the demand for
quality may vary by product. For example, a shopper may be very concerned about the quality of the meat that
she purchases, but far less concerned about the paper towel. Consumers equate a brand with a level of quality.
Once they are satisfied that the quality is consistent, they will buy the product over and over again because they
know it will meet their individual standards for that particular product.
This knowledge in turn creates a feeling of comfort and satisfaction with the brand. Consumers purchase many
products for their family. They want to know they’re making a good choice for the people they love.
A brand also simplifies shopping. If a consumer actually had to read every label on every product every time
she went shopping, she would throw up their hands in despair, overwhelmed by the choices. But a brand

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A strong brand also facilitates entry into a new market. We are a world of traveling consumers. We
experience new brands all over the globe. And worldwide recognition makes it easier to enter new markets.
So if Coca-Cola announces it will begin bottling operations in Thailand, it has a ready-made consumer base
of people who’ve tried Coke and can’t wait for it to be produced locally. If FedEx announces that they are
now servicing Uzbekistan, the packages will come pouring in.
Why is consistent brand use so important?
Humans are by nature visual creatures, and we recognize patterns. Often, we recognize patterns faster than
we recognize people or things. If you were at a movie, would you recognize the person who works in the local
grocery store…even if they were sitting right next to you? Or imagine that you are meeting a former friend from
the university for lunch. You remember a long-haired brunette with glasses and jeans. Will you look twice at the
short-haired blonde in a business suit who comes in the door?
People perceive and respond to patterns. Thus, the pattern you create with your brand must be the same
every time if you want consumers to recognize it. That means consistent use of typeface, logo, images, tone…
everything that goes into the brand.
Consistent brand use is also important from a legal standpoint. Trademark protection, for example, can apply
to a specific name shown in a specific way. Inconsistent use of a brand may actually diminish the strength of
a company’s claim in a legal dispute.
More important, however, than recognition and protection, is customer perception. Sloppy, inconsistent
application of a brand will imply shoddy product performance to the consumer. It’s hard enough to get a
consumer’s attention. The last thing you want to do is turn them off before they’ve even had a chance to
use your product.
guides consumers down the aisle just like auto-pilot guides a plane. They steer straight to the product they want,
with the other products becoming virtually invisible to their eyes.
Consumers need certain products to keep their houses clean or to keep their families fed and clothed. But many
purchases go beyond physical need. Emotional needs – for status, for respect – also drive purchase behaviour.
A brand can fulfill emotional needs. Why do people spend thousands for a Rolex watch? Or hundreds for
Gucci loafers? They’re buying more than a watch or shoes. They’re buying emotional fulfillment.
So why is it important to have a strong brand?
Think about all of the messages a consumer receives on a daily basis. They are bombarded with print
advertising, radio campaigns, television commercials, billboards on the highway and pop-ups and banners
on the Internet. We live in a world that’s full of communication.
A strong brand creates instant identification in this cluttered, messy world of messages. Consumers can
immediately recognize well-known brands. In fact, the more overwhelmed we become, the more we
gravitate towards those things that we recognize. For example:
If you see you think Mercedes Benz.
If you see you think McDonalds.
If you see you think Nike.
A recognized brand cuts through the clutter and makes it easier for consumers to pick out desired products
quickly and easily.
This Brand Guide contains references to trademarks, brands and logos owned by different companies for illustrative purposes only. All trademarks,
brands and logos are owned by their respective owners.

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What does a strong brand do for Amway/Quixtar
and their Independent Business Owners?
There is no doubt that a strong brand offers real, tangible benefits not only to Amway/Quixtar but also to
Independent Business Owners. What are those benefits?
1. First of all, a strong brand has been proven to increase sales. Name brands outsell store brands ten to one,
even though in many cases the store brands offer perfectly acceptable quality.
2. A strong brand that’s equated to a different experience can also command a higher price. People flock to
Disney resorts every year, spending enormous sums of money on their family vacation. Why? Because their
kids will never forget the experience. The smiles are worth the price.
3. A strong brand keeps a product above the level of a commodity. Commodities are by definition perceived
to be the same. The only distinction at that point becomes low price, and that’s not a direction that Amway/
Quixtar or their Independent Business Owners wants to pursue.
4. A positive brand experience also leads consumers to try related products. If you’ve enjoyed a hot cup
of Starbuck’s coffee at a café, you’ll be more inclined to pick up a cold Starbuck’s Frappucino at the
grocery store.
5. A strong brand creates a strong relationship. The more a consumer feels invested in a brand, the more
difficult it will be for them to switch.
6. A strong brand also creates a barrier to change. If consumers have a strong relationship to a brand, they
will be less likely to search for different or cheaper alternatives. This is especially important in the age of the
Internet…where competition is only a click away.
7. A brand develops value in itself. The brand name Coca-Cola has value just like a physical plant or piece
of equipment would have value. A strong brand name becomes an asset to the company.
8. Strong brands create brand equity. The difference between what a consumer will pay for a Swiffer mop vs.
a regular mop is brand equity. The higher price is driven by a perceived higher value in the brand itself.
9. Strong brands lead to financial health. For the manufacturer, for the distributor, for everyone in the chain…
a strong brand is a tangible asset, a differentiator, and a revenue-producing benefit.
The What and Why of a Brand Extension
Once you understand the key elements and function of a brand, it’s easier to understand the concept
of a brand extension.
A brand extension leverages an existing brand name to expand into other product areas. This involves more
than simply adding a new flavor or creating a new SKU. It involves a totally new product area for the brand.
A well-known brand, through extension, can actually facilitate customer acceptance of new products.
So why extend a successful brand?
It’s easier for the manufacturer. If you already had a perfectly good highway but traffic was too heavy,
would you dynamite the existing road and build a complete new one? Probably not. You’d simply add a
lane. Why? Because it’s easier. The same is true for brand extensions. You’ve already done the work of
building a relationship with the consumer. Why start a new relationship? Just build on the existing one.
It’s easier for consumers. We mentioned earlier the overwhelming number of messages that customers receive
in a day, week or month. It’s much easier to absorb a brand extension than to evaluate a totally new brand for
quality and desirability.
It’s less expensive. Rather than creating a new concept, a new logo, a new experience, and a new look, it’s
much more cost effective to create a family brand…an umbrella that covers multiple products and gives them
identity. It’s also less expensive to refresh the look occasionally and keep it visually exciting.
It’s more interesting. Consumers get bored…quickly. You can keep them interested in a brand by constantly
stretching the boundaries. This gives them something new to try, and forces them to expand their mental image
of your brand.
The World’s Most Multi-Purpose Cleaning Brand

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Examples of Successful Brand Extensions
Honda. The American Honda Motor Company started in1959 making small motors for products such as lawn
mowers and snow blowers. Their proficiency in small motors led them to explore the world of motorcycles.
Consumers trusted the Honda name because it was so reliable in other categories. The Honda line of
motorcycles grew quickly, and demonstrated that the Honda brand could successfully be extended. So once
again, Honda cast around looking for an opportunity to grow…and selected the automobile industry. Honda
has become synonymous with high quality, reliability and value in this market.
Each time Honda sought to expand into a new product category, they carefully searched for a fit with their
brand promise to consumers: fuel-efficient and low-emission technology with high reliability.
FedEx Kinkos. “When it absolutely, positively, has to be there overnight.” That’s how FedEx got its start…
delivering packages with the utmost reliability to thousands of locations worldwide. Then the company
expanded its service…offering the same reliability but with a slightly longer leadtime for customers who
didn’t need overnight service.
FedEx has recently expanded its services still further. By purchasing the Kinkos chain of companies, FedEx has
extended its brand to include design, production and packaging of print materials, in addition to shipping.
This extends not only the brand, but the reach, since small customers now have easier access to FedEx services.
Each time, FedEx has carefully extended the brand into areas that add value to customers. However, it has never
lost sight of the brand’s original promise: on-time delivery; anywhere in the world.
Harvard Business School. Harvard created the concept of the business school in 1908 and has built a thriving,
top-tier program that consistently produces industry leaders. Its alumni form a veritable “who’s who” of chief
executives, entrepreneurs, consultants and venture capitalists. Harvard has maintained fanatical control over the
quality of the education and the meaning of its brand. Brand extensions have been carefully thought out…and
many opportunities have gone undeveloped because they did not fully support and enhance the brand image.
In 1922, the school extended its brand through publication of the
Harvard Business Review. This well-esteemed publication took the
then-controversial “case study” approach to education and turned
it into a successful commercial product. This in turn led to the
foundation in the 1980s of the Harvard Business School Publishing
arm and brought the Harvard brand into thousands of new
opportunities through publications by its sought-after faculty
and other experts.
The school once again extended its brand in the 1940s with
the pioneering Advanced Management Program for executive
education. This 13-week course commanded a hefty fee and
brought executives back to sharpen their skills, learn new business
practices, and network with other high-level professionals. All 160
seats (at over $40,000 per seat) are filled each spring and fall.
Harvard is less focused, however, on the economics than on the
mission of the school, and by extension, the brand. If a program
does not enhance the brand, it is not offered.
Conclusion
Brands drive consumer behaviour. They are an unavoidable
consequence of choice. They actually bring a measure of
convenience to the consumer experience by simplifying choices.
A brand can truly be a company’s most valuable asset. Brands
should be treated with respect, valued for their contribution to
profit, and presented consistently in all consumer-facing situations.
Companies that understand these guidelines will profit from their
investment in brand strategy.

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Branding Frequesntly Asked Questions
What is a brand?
At its most basic, a brand consists of a name, a visual symbol, and a tagline of some sort.
Why are brands important to the consumer?
A brand does four important things for consumers:
Creates an expectation of a certain quality level
Creates a sense of comfort and satisfaction
Simplifies shopping
Fulfills emotional needs (such as the need for status)
What is brand loyalty?
Brand loyalty is a conscious decision by a consumer to keep purchasing a brand name product, even when
there are other options available.
Why do people develop loyalty to a particular brand?
Loyalty is a result of many positive experiences. But the best tool to create and maintain loyalty is emotional
involvement. A consumer who is emotionally attached to the experience of a brand will be much more loyal than
a consumer who does not have that connection.
How does a strong brand help to increase profitability?
A strong brand creates differentiation and, therefore, can command a higher price. It has also been shown that
name brands outsell store brands ten to one. So a strong brand drives higher sales at a higher price to impact
profitability.
Why is a strong brand important?
Consumers form habits when they shop. A strong brand will cut through the clutter of all the other options and
keep the consumer coming back. It will also keep them from shopping for potentially less expensive alternatives.
Why is it important to use a brand consistently?
Humans recognize patterns. If you want to create a pattern that people recognize, you must do something the
same way every time.
Consistency also creates a positive image. Sloppiness about brand usage reflects badly on the company and
can create a negative impression in a consumer’s mind.
What is brand equity?
Brand equity is the value of your brand to the consumer, expressed in price. Brand name products command
a higher price than unbranded products. Even among brand name products, prices can vary. The difference
between what a consumer will pay for your product vs. an alternative is brand equity.
What is a brand extension?
A brand extension is a technique that uses the strength of an existing brand to gain entrance into new
product areas.
Why not just create a new brand instead of extending an existing one?
A brand represents substantial investment. It also represents a relationship with the consumer. Why spend the
money and take the time to build a new relationship if you can build on the previous one? Brand extensions
are a faster, more cost-effective way to quickly build success in new product areas.

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Works Cited
Boyd, Harper W, Orville Walker and Jean-Claude Larreche. Marketing Management: A Strategic Approach
with a Global Orientation. Chicago, IL: Richard D. Irwin, Inc., 1995.
Delano, Frank. Brand Slam: The Ultimate Hit in the Game of Marketing. New York, NY: Lebhar-Friedman
Books, 2001.
Feig, Barry. Marketing Straight to the Heart. New York, NY: American Management Association, 1997.
Hill, Sam and Glenn Rifkin. Radical Marketing: From Harvard to Harley, Lessons From Ten That Broke the Rules
and Made It Big. New York, NY: Harper Collins Publishers, 1999.
Kotler, Philip. Kotler on Marketing: How to Create, Win and Dominate Markets. New York, NY: The Free
Press, 1999.

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BATHROOM SINKS, BATHROOM TUBS, BEACH BALLS, BEDROOM FURNITURE, BELTS, BIKES, BILGE, BILLIARD BALLS, BIRDBATHS, BIRDCAGES, BIRD FEEDERS, BLADES ON FANS, BLINDS, BOAR COVERS, BOOKSHELVES, BOOSTER SEATS, BOOTS,
BOWLING BALLS, BOWLING PINS, BOWLING SHOES, BUCKETS, CABINETRY, CABINETS, CAMERAS, CAMPING EQUIPMENT, CAR DASHBOARDS, CAR INTERIORS, CAR SEATS, CARNIVAL RIDES, CAT/DOG CARRIERS, CEDAR CLOSETS, CEILING FANS,
CERAMIC ITEMS, CERAMIC SURFACES, CERAMIC TILES, CHALKBOARDS, CHILD’S POOL, POOL TOYS, CHILDREN’S RIDING TOYS, CHRISTMAS TREES STANDS, CHROME BICYCLE WHEEL RIMS, CLOCKS, CLOTHES-FOOD OR GREASE STAINS, COFFEE
AND END TABLES, COFFEEPOTS, COFFEE STAINS FROM MUGS, COMPUTER GAME JOYSTICKS, COMPUTER KEYBOARDS, COMPUTER MOUSE, CONCRETE FLOORS, COOLERS, CORIAN®
COUNTERS, COUNTERTOPS, CRIBS, CROQUET SETS, CRYSTAL
CHANDELIERS, CUPBOARDS, CURTAIN RODS, DECKS, DELICATE WASHABLES, DESKTOPS, DIAPER PAILS DISHES, DOG COLLARS AND LEASHES, DOGHOUSE, DOG PENS, DOORKNOBS, DOORS, DRAWERS, DRINKING GLASSES, DRIVEWAYS, DVD
PLAYERS, EXERCISE EQUIPMENT, EYEGLASS CASES, FAUCETS, FIREPLACE TOOLS, FISH TANKS, FISHING GEAR, FLASHLIGHTS, FLOORS, FOOTBALLS, FOOTBALL HELMETS, FREEZERS, GARAGE FLOORS, GARBAGE PAILS, GARDEN TOOLS, GASOLINE
OFF HANDS, GLASS, GLASS SHOWER DOORS, GLOVES, GOLF BALLS, GOLF CARTS, GOLF CLUBS, GREASE OFF RUBBER RAINCOATS, GRILL COVERS, GRILLS, GUTTERS, HAIRBRUSHES, HANDRAILS, HANDS, HEADLAMPS, HEAT REGISTERS, HELMETS,
HIGH CHAIRS, HOCKEY STICKS, HORSESHOES, HOT TUBS, HUBCAPS, HUNTING CLOTHES, JEWELRY, KARATE KICKING PADS, KARATE MATS, KIDS’ BATH TOYS, KIDS’ PLASTIC TABLE AND CHAIRS, KITCHEN, KITCHEN APPLIANCES, KITCHEN CABINETS,
KITCHEN RUGS, KITCHEN TABLE, CAT LITTER BOXES, KNICK-KNACKS, LAB EQUIPMENT, LABELS OFF PLASTIC CONTAINERS, LADDERS, LAMPS, LAMP SHADES, LAWN MOWERS, LAUNDRY TUBS, LEAF BLOWERS, LEATHER FURNITURE, LEATHER ANIMAL
HALTERS, LEATHER SNEAKERS, LIGHT FIXTURES, LINOLEUM, LUGGAGE, MAGNETS, MAILBOXES, MAKEUP BRUSHES, MARBLE, MILK CANS, MIRRORS, MIXERS, MODEM SURFACES, MOLDED PLASTIC FURNITURE, MOTORCYCLES, ORNAMENTS,
OUTDOOR GRILLS, PAINTBRUSHES (LATEX PAINT), PAINTED SURFACES, PATENT LEATHER SHOES AND BAGS, PATIO FURNITURE, PHONES, PIANO KEYS, PICNIC TABLES, PICTURE FRAMES, PIERS, PLANNER BOOK COVERS, PLASTIC LAWN CHAIRS, PLASTIC
PLANTS, PONTOONS, POOL CUES, PORCELAIN, PORTABLE KITCHENS, POTS AND PANS, POWER TOOLS, PRICE TAG ADHESIVE RESIDUE OFF CLOTHING, PRINTERS, PROPELLERS, PUNCHING BAGS, PURSES AND WALLETS, QUADS, RAIN JACKETS,
RANGE TOPS, REFRIGERATOR EXTERIORS, REFRIGERATOR SHELVES, REMOTE CONTROLS, REMOVING PETROLEUM JELLY FROM HANDS, ROLLERBLADES, ROLLER-SKATES, SADDLES, SCALES, SCANNERS, SCUFF MARKS OFF LINOLEUM, WOOD AND VINYL
SURFACES, SEALED FLOORS, SHEDS, SHOVELS, SHOWER DOORS, SIDEWALKS, SINKS, SKATEBOARDS, SKIS, SLEDS, SNOW BLOWERS, SNOWBOARDS, SOCCER BALLS, SPEAKERS, SPORTS EQUIPMENT, SLATE, SPURS, STAGE PROPS, STAINLESS
STEEL SINKS, STEEL GRILLS, STEP RAILS ON BOAT LIFTS, STEREOS, STEREO AND CD PLAYER SURFACES, STONE FLOORS, STOVES, STOVETOPS, SUNGLASSES, SWIM FLOATEES, SWING SETS, TABLE SAWS, TELEPHONES, TENNIS SHOES, TENTS,
TERRAZZO TILE, TOASTERS, TOILET BOWLS, TOILET SEATS, TOILET TANKS, TOOLS, TOYS AND PLAYGROUND EQUIPMENT, TRACTORS, TRAMPOLINES, TRAYS, TREADMILLS, TREE SAP OFF VINYL PURSES, TRICYCLES, TROPHIES, TRUCKS, TUBS, UMBRELLAS,
VACUUM CLEANERS, VIDEO/DVD COVERS, VINYL, VINYL BLINDS, VINYL BOOTS, VINYL CHAIRS, VINYL OR METAL SWING SET SEATS, VINYL SEATS, VINYL SIDING, WAGONS, WALLETS, WALLPAPER REMOVAL, WALLS, WASHERS AND DRYERS.

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